Case Studies

Challenge

Vaccination uptake among eligible groups in the UK was low, despite the critical role of vaccines in preventing disease mortality and morbidity. Research was needed to explore barriers to vaccination and identify tailored communication strategies that could increase uptake. Our client faced significant challenges including addressing the diverse attitudes of various demographic groups and dispelling misconceptions about vaccine safety and necessity.

Solution

Research was conducted via a comprehensive mixed-methods study. Over 30 qualitative interviews provided in-depth insights, targeting a mix of vaccinated and unvaccinated participants across different risk profiles. Following which, a quantitative survey was conducted that reached over 3,000 UK adults eligible for vaccination, with a boosted sample of people from ethnic minorities and other under-researched groups to ensure robust representation. This mixed-methodological approach provided robust numerical data on the pathway, barriers and solutions, while also delivering greater depth of understanding of the nuances of vaccination refusal which informed questionnaire design.
Cluster analysis was used to identify distinct audience segments based on their attitudes and barriers to vaccination. These segments were explored for their unique concerns, ranging from vaccine safety and efficacy to perceived personal vulnerability. The research also tested various messages and visual stimuli to determine the most effective approaches for each group.

Impact

The insights generated informed the development of a highly targeted awareness campaign. By addressing specific concerns and tailoring messages to resonate with each segment, the campaign achieved remarkable success. It generated a vast increase in digital engagement and significantly improved website interactions, supporting public health goals by encouraging vaccination. This patient-centric approach ensured that public health messaging was both impactful and inclusive, contributing to increased vaccination rates and a stronger defence against preventable disease.

The research was recognised at the BHBIA BOBI Awards 2022, winning Best Customer Insight Award

Challenge

To support the launch of an over-the-counter (OTC) treatment into an established market while addressing the sensitive nature of the therapy area. The goal was twofold: to offer patients greater treatment choice and to encourage potential patients to seek help without delay. Research was needed to understand the complex market dynamics, including consumer behaviour, pharmacist roles, and the influence of existing OTC options, to optimise communication materials and training support for pharmacies.

Solution

A comprehensive mixed-methods research approach was adopted. This included:

Exploratory Market Understanding: Six qualitative interviews with pharmacists and pharmacy counter assistants (PCAs) provided initial insights into attitudes, store setups, and training needs.

Robust Market Understanding: A quantitative survey of c.200 pharmacists and PCAs quantified the drivers and barriers in the pharmacy path to purchase and assessed reactions to draft messaging and support materials.

Creative Communications Research: Follow-up interviews with participants from quantitative survey to provide further refinement of key messages and materials, ensuring alignment with pharmacist and consumer needs.

The research identified critical messages for encouraging pharmacists to offer the product, finding the key factors which determine product recommendation. Insights also guided the design of training modules, leaflets, and in-store support materials to enhance pharmacist confidence and consumer engagement.

Impact

The research was pivotal in shaping a successful launch strategy, achieving significant market disruption. Key outcomes included:

• Development of tailored training and support materials, boosting pharmacist confidence in offering the new product.
• A highly impactful media campaign that reached over 17 million people within one month of launch.

The research-driven approach not only facilitated a strong market entry but also laid the foundation for sustained growth, ensuring that men had greater access to effective and convenient treatment options.

Challenge

To support the launch of a novel oncology drug, Synergy partnered with a client to develop a research portfolio which would inform and support its launch to market across Europe. Our client faced significant challenges entering an area where they had limited previous experience and the market lacked experience delivering treatment in this manner. These challenges required a true partnership between the research agency, Synergy, and the client to ensure success.

Solution

Synergy was involved from the outset, chairing strategic workshops with the client to outline the launch strategy and how research can be used to provide insights and inform decisions throughout the launch process. A comprehensive international research strategy was adopted. This included:

Opportunity Scoping: A quantitative survey of 115 HCPs involved in treatment decisions across France, Germany, Italy, Spain and the UK to assess potential adoption using simple product profile. Special consideration was taken to account for potential overestimation of new product uptake.

Pathway Mapping: 33 qualitative interviews conducted across France, Germany, Italy, Spain and the UK to identify current treatment pathways, including diagnostic protocols and involvement of specific HCPs at each stage of treatment. Current attitudes towards available treatment options were also assessed, including drivers and barriers to use of treatments.

Product Profile and Positioning Testing: 60 qualitative interviews conducted across France, Germany, Italy and the UK to assess reactions to treatment product profile and expected positioning in light of trial data. Early-stage messaging and value propositions were also tested at this stage to inform their development.

Campaign Testing: 60 qualitative interviews conducted across France, Germany, Italy and the UK to provide a detailed evaluation of campaign materials and assess the impact of materials of potential uptake. This research stage required collaboration with the client company and communications agency to ensure to outputs were designed around end-user needs and implementable. 

Impact

The partnership between Synergy and the client ensured that research informed decisions at all stages of the launch process. The insights derived from the international multi-phase programme directly shaped the client’s commercial, medical, and communication strategies. Each research stage provided actionable insights that guided real-time decisions – from initial go/no-go assessments to the refinement of market positioning and campaign messaging tailored for each specific market.