01
Client context
The brand had strong awareness but was losing share to private-label and newer brands.
02
Business challenge
The role of pharmacist recommendation versus consumer preference was unclear.
03
Research objective & questions
Measure brand health and identify the levers that drive choice at the point of purchase.
- How do consumers choose between brands in pharmacies and online?
- How often do pharmacists recommend or switch brands?
- Which brand attributes drive choice?
- What role does pack and price play?
04
Methodology & approach
- Pharmacy exit interviews
- Shoppers immediately after purchase.
- Pharmacist interviews
- Recommendation behaviour and drivers.
- Brand health survey
- Funnel and attributes versus competitors.
- E-pharmacy review
- Digital shelf presence and reviews.
05
Sample & geography
- ~300 exit interviews
- ~40 pharmacist interviews
- ~1,500 survey respondents
- Geography — India (multi-region)
06
Key findings
- Pharmacist recommendation decided a large share of purchases for first-time buyers.
- Loyal users chose by name; new users chose by symptom.
- Smaller pack sizes attracted trial in price-sensitive regions.
- Online reviews influenced repeat purchase.
07
Business implications
- Build a pharmacist education and engagement programme.
- Communicate by symptom on pack and online.
- Introduce trial-size packs in priority regions.
08
Outcome
The company gained a brand health baseline and prioritised point-of-purchase levers.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.