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Achieving compelling consumer health claims. Fast.
Developing consumer-centric claims for consumer health brands can be time consuming and expensive. Yet in just 4 months, Bayer Consumer Health and IQVIA Consumer Health in Thailand generated compelling claims backed by real-world evidence to form the backbone of a hit television advertisement for the nappy-care brand Bepanthen.
Sep 10, 2020
A consumer health product claim may only be a few short words, but it is a crucial opportunity to explain the benefits of a product vs. other offerings. Yet, the traditional ways of developing consumer-centric claims can be difficult, costly and time consuming.
However, Bayer Consumer Health and IQVIA Consumer Health recently teamed up to prove that there was a quicker way of generating claims that can elevate consumer health products.
Utilizing ObvioHealth’s streamlined virtual research platform – provided by IQVIA Consumer Health through its strategic alliance with ObvioHealth – which delivers high-quality consumer research based on real world usage via an app, Bayer Consumer Health and IQVIA Consumer Health took just four months to generate the claims needed to successfully position the Bepanthen nappy care brand (Bepanthen Ointment, a 5% dexpanthenol-containing preparation) in Thailand as a product for everyday use to address nappy-related concerns and aid overall nappy care.
We wanted to further validate consumer satisfaction in a real-world setting and establish its relevance for use”
“Nappy rash is an uncomfortable and distressing skin condition in babies, and approximately 50% of infants will experience nappy rash during their 1st year of life,” Sheryl Tan, Head of Medical, Bayer Consumer Health ASEAN, pointed out. “While Bepanthen Ointment has been clinically proven to treat and prevent nappy rash, we wanted to further validate consumer satisfaction in a real-world setting and establish its relevance for use.”
The Bayer-IQVIA Consumer Health partnership investigated the effect of Bepanthen® Ointment on babies’ nappy-related concerns, respondents’ satisfaction with Bepanthen® Ointment and its benefits and properties, as well as their perceptions of the product.
Compared to a traditional clinical trial set up, this real-world consumer-centred outcome study using virtual methods, combined with IQVIA Consumer Health’s claims expertise, took only 4 months from start to finish, ensuring quick delivery of results and actionable, validated consumer claims.
By tapping into relevant audience groups virtually, IQVIA Consumer Health was able to identify and recruit and validate a targeted audience of 300 moms with infants via social media platforms, 50% of which used Bepanthen every day and the other 50% which used the product only when needed.
The Bayer-IQVIA Consumer Health partnership investigated the effect of Bepanthen® Ointment on babies’ nappy-related concerns, respondents’ satisfaction with Bepanthen® Ointment and its benefits and properties, as well as their perceptions of the product.
Compared to a traditional clinical trial set up, this real-world consumer-centred outcome study using virtual methods, combined with IQVIA Consumer Health’s claims expertise, took only 4 months from start to finish, ensuring quick delivery of results and actionable, validated consumer claims.
By tapping into relevant audience groups virtually, IQVIA Consumer Health was able to identify and recruit and validate a targeted audience of 300 moms with infants via social media platforms, 50% of which used Bepanthen every day and the other 50% which used the product only when needed.
It helped in making the advertisement credible
By asking specific questions round product usage and satisfaction, Bayer Consumer Health and IQVIA Consumer Health generated the evidence needed to prove two new consumer-centric claims – 9 out of 10 moms use Bepanthen every nappy change – which have been used in Bepanthen’s latest television commercial.
“We want to help mothers by giving them peace of mind because when it comes to their babies, they cannot be over-protective, and they do not want to second guess,” said Elma Magbuhos, Bayer Consumer Health’s ASEAN Brand Lead for Bepanthen and Zambuk. “When tested with mothers, the claim that ‘9 out of 10 moms use Bepanthen Ointment for every nappy change’ was incredibly well received, it helped in making the advertisement credible and convincing according to the respondents and these views have been reflected in the advertisement's success”
“Since the TV ad first aired in the first week of July we have received great feedback from our target audience,” Magbuhos revealed, “and gained 1.9M YouTube views in just 1 week.”
The learnings from the study can also be transferred to other markets where Bepanthen is available such as Vietnam, Indonesia, Malaysia, adding further value to the project.
Commenting on the success of the project, Nick Roberto, IQVIA Consumer Health’s Engagement Manager, Primary Intelligence in Southeast Asia pointed out that “seeing the consumer-validated claims in the new Bepanthen TV commercial demonstrates the importance of having an integrated cross-functional approach to claims substantiation”.
“Bayer’s collaborative approach from the get-go and clear claims strategy were crucial to the success of this piece of research,” he added.
To find out more about IQVIA Consumer Health’s suite of virtual real-world research solutions for consumer health claims development you can download our FREE whitepaper or get in touch consumer.health@iqvia.com.
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