Symprove wanted to develop a communications strategy focused on advocacy and endorsement but had little insight into their target audiences (patients and relevant healthcare professionals).  Comprehensive research was required to understand, segment and profile these audiences – and build an advocacy strategy which engaged both audiences in a salient way.  A pricing strategy was also needed to maximise uptake.

Qualitative and quantitative research was conducted over time to segment and profile both audiences, develop a relevant creative route and explore the advocacy journey in order to increase the recommendation rate among Gastroenterologists and Dieticians.  Pricing options were also explored.

We helped to characterise both patients and professionals and understand their respective journeys.  This enabled the brand to build a comms and advocacy strategy which leveraged the knowledge, engagement and confidence in this probiotic with a difference.

Symprove: Understanding how to elevate the management of IBS by patients and key healthcare professionals