{"id":22474,"date":"2023-07-25T15:54:25","date_gmt":"2023-07-25T13:54:25","guid":{"rendered":"https:\/\/neuromarketinginstitut.com\/eng\/?p=22474"},"modified":"2023-07-29T20:40:53","modified_gmt":"2023-07-29T18:40:53","slug":"get-a-competitive-edge-in-the-pharmacy-aisle-neuromarketing-case-study","status":"publish","type":"post","link":"https:\/\/neuromarketinginstitut.com\/eng\/get-a-competitive-edge-in-the-pharmacy-aisle-neuromarketing-case-study\/","title":{"rendered":"GET A COMPETITIVE EDGE IN THE PHARMACY AISLE – NEUROMARKETING CASE STUDY"},"content":{"rendered":"

Are you a marketer who wants to know how your customers interpret sensory stimuli?<\/em><\/p>\n

Learn how cutting-edge techniques such as eye tracking, virtual store environments, and EEG can help you gain insights into what catches consumers' attention and influences their decision-making, providing you with the tools needed to create more effective product packaging rather than guessing what works for people.<\/em><\/p>\n

Our experts\u00a0at the Institute for Neuromarketing can give clear guidance on how to effectively reach your target demographic and design marketing strategies that deliver results.<\/em><\/p>\n

Read on to know more about how neuromarketing can help you with your packaging strategy.<\/em><\/p>\n<\/div>

It is widely known that consumer health consciousness is continually growing as we get flooded with health information on the web and social media. This changing health awareness has been further reinforced by the Covid epidemic which gave a boost to the nutritional supplement businesses across the world attracting huge number of players into the market. Europe has shown a similar trend, where the dietary supplement market is expected to grow by 9.3% CAGR and hit a value of 33 bn USD by 2027 (Fortune Business Insights, 2020<\/a>).<\/p>\n

With these shifting market dynamics and consumer behaviour, it has become even more difficult for consumer healthcare businesses to differentiate themselves from their competitors as a greater number of brands now competing for a share of already slipping consumer attention spans.<\/p>\n

Due to this product packaging, which is the initial point of interaction between brands and consumers becomes more important from a strategic point of view, than previously assumed (Fairbanks, 2016).<\/p>\n<\/div>

Significance of product packaging as a vital consumer touchpoint<\/h3>\n

The value of product packaging goes beyond safeguarding the product and providing product information. Especially for new, small, or medium-sized brands that lack strong brand recognition or equity, it is an important medium to provide identity to a brand. This is crucial for making the initial connection with consumers. Packaging is an essential element that can convey brand values, voice, purpose, and beliefs to any consumer whether niche or mainstream. (Prince, 2018)<\/a><\/p>\n

Another important factor is that very few modifications are made in product packaging over time, hence, fundamental aspects of design have a lasting impact on the market making package design a strategic task, not just a tactical one.<\/p>\n

For consumer brands, package design is often the most consistent touchpoint with consumers, beyond just the brand logo and\/or symbol; for instance, when a consumer takes his everyday supplement, they are interacting with the product pack daily. So, while ad campaigns can change frequently, consistent package design can encourage habitual buying and establish brand recognition. (McDiven and Steidl, 2016)<\/p>\n

Consumers today prefer packaging that is simple, straightforward, and sustainable, as well as a design that reflects the brand's mission and principles while providing transparency. Bold colours, prominent names, and symbols can appeal to today's consumer, who is very conscious of brand choices and interested in brand stories (Prince, 2018).<\/a><\/p>\n

Brands have historically employed strong visuals, memories, and a variety of colours to connect with consumers through appealing packaging. Nonetheless, to pin down what \u2018works\u2019 in matching the evolving consumer expectations, it is now critical to go beyond this strategy and understand \u2018subconscious\u2019 responses from consumers after being exposed to packaging designs.<\/p>\n

It is, though, easier said than done. Understanding consumer preferences is a constant issue that marketers encounter.<\/p>\n

By using traditional market research methods like as surveys, interviews, and focus groups, marketers can only obtain insight into the appealing components of the packaging but not the underlying feelings or reasons for loving them. As a result, design decisions based on these insights may fall short of connecting with customers since they rely on what consumers \u2018say<\/em>\u2019 about their own preferences.<\/p>\n

For instance, according to recent study, when people were questioned about their future activities, they frequently envision an ideal version of themselves. However, most of the times, due to external influences and uncertain situations in life, this ideal version may not always match their real behaviours.<\/p>\n

As a result, there is often dissonance between \u2018what individuals say\u2019 and \u2018what they do\u2019 and therefore, organisations cannot entirely rely on individual responses alone, unless they build a precise decision-making environment. So, traditional market research methods are often not effective in understanding consumer preferences because simply asking someone cannot be enough to understand their behaviour (TEDx Talks, 2019)<\/a>.<\/p>\n

Fortunately, neuromarketing provides cost-effective, non-invasive tools like eye tracking and EEG, as well as neuro-shelf testing, that can tap into the \u2018subconscious\u2019 and anticipate consumer behaviour by studying physiological responses including eye movement, brain waves, and response times. This advancement in market research methodology enables marketers to better understand consumer preferences and needs and make more informed decisions.<\/p>\n

Bonus Tip : Check below infographic to discover ways to get an edge over competitors using neuromarketing insights for packaging.<\/em><\/p>\n<\/div>

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Let\u2019s further explore how Neuromarketing can be applied to optimize product packaging and boost its appeal to consumers!<\/p>\n

A real-world case study of Immunity supplement - Immunoalfa
\n<\/em><\/strong>To demonstrate the practical benefits of Neuromarketing in product packaging, we delve into a real-world case study that showcases its remarkable impact. In collaboration with Orange & Green, a pharmaceutical company that creates innovative health solutions, researchers at the Institute for Neuromarketing conducted an in-depth analysis of packaging design of their brand, Imunoalfa, a dietary supplement to enhance immunity, using Neuromarketing techniques.<\/p>\n

The primary objective was to evaluate the pack\u2019s design concept in order to identify any issues that required correction and optimize it for better positioning of the \"Imunoalfa\" among consumers.<\/p>\n

Moreover, researchers also wanted to demonstrate how neuroscience-based methodologies can provide useful insights into product design.<\/p>\n

In the study, 55 health-conscious individuals were recruited to examine their responses to a product pack of Imunoalfa on a Facebook page. The participants were equipped with eye-tracking technology and EEG headbands to measure their eye movements and brain activity. They were asked to view the image of the product \"Imunoalfa\" for 10 seconds without any distractions from other Facebook content (refer figure 1).<\/p>\n

The researchers analysed the eye-tracking data to determine which parts of the image attracted the most attention and used statistical analysis to compare the findings. They also calculated the frontal alpha asymmetry index which is a product approach-avoidance marker, using EEG data.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>

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Image source : Sola, Dr.H.M. (2021)<\/p>\n

The effectiveness of packaging design and brand positioning was measured using eye tracking and EEG. The EEG findings suggested that the visual elicited avoidance responses. However, there was no significant difference in the left and right frontal symmetry. The heat map indicated that participants noticed the area around the brand logo - Imunoalfa most frequently followed by the purpose - \"Food Supplement for Immunity, Tablets of goat and mare's milk For Children and Adults\u201d. However, the bottom part of the pack that included information on ingredients was not noticed by the participants (refer image 2A, 2B and 2C).<\/p>\n

The text was marked according to the area of interest (AOI) show by the consumers (figure 2A) and based on the results following recommendations were given to optimise the pack :<\/p>\n