The successful launch of the product, with medical authority approval providing a clear understanding of potential customers, including the barriers and motivators for take up.
Seven clear segments were identified, some with a strong propensity to purchase, but others highly unlikely to. The potential size of each group, in terms of population % and estimated volume, enabled a commercial evaluation.
Messaging, product name, logo, and pack design, were all tested among the primary segments to ensure product purchase was optimised.