Pharma and BiotechApr 7, 2021
Customer sub-segmentation for insulin delivery devices
Objective
An Indian insulin manufacturer wanted to understand customer archetypes and KPC (Key Purchase Criteria) for various insulin delivery devices like syringes, insulin pens, jet injectors, inhalers and pens
Methodology
- Conducted consumer survey (N = 600) and in-depth consumer interviews (N = 25) in 4 weeks across 40 cities (mix of metro, tier 1 & 2 cities) for different customer archetypes and KPC (based on household types, age groups, employment status, gender, severity, type (Type – I or Type – II) and duration of disease
- Conducted trade interviews (N = 15) of distributors, stockists, pharmacists and retailers across product categories (syringes, insulin pens, inhalers and pumps) to understand KPC for customers and influencing power of trade in customer purchase
- Conducted IDIs (N = 25) with medical practitioners, diabetologists and endocrinologists to understand recommendation process for delivery device and degree of choice for the patient
- Carried out product and service benchmarking for key devices offered by key players to understand scope of differentiation for the client
Impact / Outcome
- Client understood detailed insights on key consumer behaviour and preferences, key strengths and improvement areas for existing insulin delivery device players and process of recommendation by medical fraternity
