Front Line, Not Specialty: Measuring Brand Awareness Where Patients Ask First
Interviews and a survey of 180 family physicians and GPs in the US and Europe gave a pharmaceutical client a baseline of primary care awareness of anti-diabetic weight loss brands, and showed where its communication could be strengthened.
A pharmaceutical company wanted to understand how primary care physicians perceive anti-diabetic medications used for weight loss. Key questions were which brands they know, which they associate with weight management, and what shapes their views.
Family physicians in the US and general practitioners in Europe were the focus. They see patients with diabetes and patients asking about weight, and they often decide whether to prescribe, refer or advise. That makes their awareness and attitudes central to how these medications are used.
The study combined two approaches:
Qualitative interviews to explore how physicians talk about these medications, which brands come to mind and why
A quantitative survey to measure awareness and perceptions across a larger sample
Starting with interviews meant the survey reflected physicians' own language, so awareness questions were framed the way they discuss these treatments with patients and colleagues.
The final sample was 180 family physicians and GPs across the US and Europe.
Covering both the US and Europe made it possible to compare how awareness and attitudes differ between health systems with different prescribing rules and access.
The study gave the client a clear baseline of brand awareness in primary care, and a view of where communication could strengthen its position.
