Our client was preparing to launch a new medication in the obesity space. They wanted to conduct research across a variety of cultural groups to understand the nuanced perceptions and beliefs that lead to a more inclusive target patient profile for a comprehensive brand strategy.
Given cultural differences in attitudes towards body image, the role of food, dieting approaches, and expectations of relationships/interactions with HCPs, the launch team conducted interviews with African American and Hispanic respondents to identify deep-seated cultural norms which may impact their attitudes toward eventual product usage.
To facilitate the greatest comfort and collaboration around a culturally-sensitive topic, Escalent engaged BIPOC moderators to interview self-identified African American and self-identified Hispanic patients who qualified as the target patient.
During the 60-minute IDI, respondents explored areas and Social / Cultural Norms such as:
Escalent proposed a series of considerations to help the team to develop a more holistic and effective marketing strategy that would keep cultural nuances top of mind. These included, but were not exclusive to: