CPG Health Care Client (confidential)
Propelling a Health Brand’s Shift from Pharmacy to Front of Store
Case Study
Consumer, Shopper & Retail Insights & Strategy
ABOUT THE CLIENT
The confidential client, a chronic health brand, was spun off from a larger pharmaceutical company and is now managed by Private Equity. With sales declining they needed to develop a short- to long-term strategy to regain market share.
PROJECT OVERVIEW
The Private Equity owners and leadership team of a Health Care client needed help to quickly pivot their business model from selling solely in the Pharmacy (prescription model) to also offering assortment in the front of store.
They needed strong strategies for 'where to play' and 'how to win’ for which Khatanalytics* provided strategic macro, consumer, shopper and retailer insights.
*Note: Khatanalytics partnered with Simpactful Consulting, responsible for strategic insights for this project, as part of a multifunctional team
RESULTS
Insights and strategic recommendations empowered client growth:
$8.5 B incremental Market Potential
to pursue identified, positioning the client for transformative growth
Top-to-Top Success
Customized retailer insights and pitch decks enabled successful top-to-top executive discussions, elevating joint business partnerships.
Retail Distribution Gains
Insight fueled pitch decks tailored for each retailer, drove strong buyer engagements and served as the backbone to gain distribution in line reviews
THE CHALLENGE
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With sales declining and competitors winning through strategic innovation, the client needed to create frictionless solutions to guide patients from brand awareness to conversion.Wi
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Tight timeline of just 9-weeks to build legally approved retailer pitch decks with compelling sell-in insights to secure front-of-store placement and sales growth.
Client CMO:
“Putting together the story is hard… Really well done!”
OUR SOLUTION
We analyzed diverse existing data and research, to craft rich insights to inform cross-channel strategy, price-pack architecture, and custom Retailer pitch decks.
This included developing insights on:
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Macro trends on consumers’ health management, brand trust, and retail dynamics
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Market size assessment & growth projections for chronic conditions
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Granular consumer, shopper, and market development opportunities analyzing Nielsen’s POS and panel data by retailer
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Recommended nuanced consumer segmentation, journeys, drivers and barriers through deeper analysis of existing consumer & shopper research.
OUR INSIGHTS & IMPACT
After in-depth analysis, we delivered critical insights and recommended strategies for brand, sales and retailer teams to leverage in brand building and transform their retailer client partnerships.
Priority insights that informed strategy included:
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It’s a #1 Disease state with other chronic conditions to tie to in messaging/promotions
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A complex, emotional patient journey presents an ~$8.5B annual spending opportunity
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COVID reshaped patient engagement, emphasizing self-care and distinct routines, leading to two buyer types that informed segmentation strategies.
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Targeting also needed alignment with disease progression, emotional states, actions, and payment methods (insurance vs. cash).
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Custom retailer specific insights and opportunity gaps
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Client Head of Sales:
“ECRM (retailer) discussions were excellent - we had 53 meetings where the insights and strategies were leveraged”
Grow your sales and brand loyalty leveraging comprehensive strategic consumer journey Insights