A study of drugs with increased concentration of the active substance
The aim of the pharma market research study was to verify how the popular over-the-counter medicines are viewed by their regular users and pharmacists. The study was primarily intended to verify how medicinal products that contain a higher concentrations of active substances are perceived compared to other products on the market.
We have analysed the brand awareness of drugs that directly respond to problems that affect the patients, and we asked each group of participants to evaluate individual products. The respondents had to refer to aspects such as price, quality, availability in pharmacies, effectiveness, speed of operation, aesthetics and size of packaging.
At the same time, we wanted to find out which of the drugs in this segment they recommended to their patients, and in what case and how often they recommend Forte products.
The study also provided us with information about the ideal drug. Participants of the study were presented with a product concept that contained a double concentration of the active substance in the tablet. Our aim was to verify how this type of proposal would be tackled in the context of resolving possible issues in the use of the drug.
We also wanted to identify factors that could increase the willingness of the user to pay more for this type of OTC product.