Demystifying low libido for doctors and women to facilitate the adoption of a new product
Problem context
Female low libido is a complex topic. There is a lack of clarity on the causes and a tendency for both women and medical professionals to ignore or misattribute the condition. Our client was about to launch a new product in the category and needed help to position their brand.
Insight Dojo was commissioned to help develop the communications for both audiences in Italy and to work alongside the creative agency to refine and test iterations of the final material.
Our approach
As the insights needed to inform the development of both the physician and patient material, we ensured both groups were represented in our research. The final design comprised 4 elements:
-
Foundational patient insights: In-home ethnography with 6 women was conducted to understand their needs and experiences
-
Message development: After developing the patient insights, we created a set of messages and narratives that reflected the patient experience and could be tested with doctors
-
Gynaecologist insights, mock consultations, and material testing: We recruited 6 gynaecologists in Rome and Milan. Each of the the gynaecologists participated in a “mock consultation” with a patient that allowed us to observe the nature of the conversation. This was followed by an in-depth interview with the gynaecologist.
-
Creative material development and ‘no negativity checking’: After a period of analysis and synthesis of the insights, we worked closely with the creative agency to develop a set of creative options and messaging. These were subsequently tested with both gynaecologists and the client’s own sales reps. The latter exercise was particularly important to ensure that the material worked in a realistic setting
The mock consultation provided powerful insight into the types of conversations that take place in the doctor’s office
Insights
Examples of insights are given below:
-
Low libido is not an isolated condition – it is associated with many other aspects such fatigue and stress
-
Gynaecologists often try to anchor low libido to conditions they are comfortable treating.
-
Gynaecologist and patient conversations were difficult with many potential gaps in communicationImpact
Impact
The insights helped us develop a set of guidelines for communications as well as very specific recommendations on the content. This fed directly into the creative agency’s brief and shaped both the overall creative and the specific messages for both patients and gynaecologists.
