REINVENTING PRODUCT DESIGN
A pharmaceutical laboratory wished to offer new OTC products (available over the counter without a prescription) to treat certain types of hay fever. An audit of European internet users' expectations relating to the subject was undertaken. It was completed with an analysis of remarks made by prescribers, doctors, journalists and experts.
These elements provided food for thought for the marketing and innovation departments within the laboratory, which then began to offer a new range of herbaceous plant-based products, in line with the market's expectations. Following exclusive initial distribution of the prototype, the reactions of the community, and in particular its core prescribers, were monitored.