Impactful claims in the consumer health area

Whether you are operating in the OTC drugs, nutritional or beauty sectors, you need powerful claims that will convince healthcare professionals to recommend your products and consumers to purchase them. Developing impactful claims has proven to be a challenging task. SKIM is an expert in claims evaluation in consumer health. We could help you refine and determine impactful claims.

Claims: a great lever to attract positive attention

Consumer health companies are using claims to communicate the benefits of their products: what makes your products relevant and what sets it apart from competition? Claims can be directed to healthcare professionals (in detailed aids, adcepts and websites) or can be specifically addressed to consumers (directly on pack or at the point of sale).

Challenges of claims development

During the claim generation phase: visions of R&D, clinical, legislation and marketing experts need to be aligned to define a relevant set of claims.

During the claim selection phase: claims need to emphasize relevant benefits and reasons to believe and be properly phrased so that they attract both consumers and healthcare professionals:

Healthcare professionals' requirements:		Consumers' requirements:
- Medical language  - Benefits supported by relevant clinical  evidence		- Simpler, easy to understand language  - Endorsement by healthcare professional  often valued

We can collect insights from healthcare professionals and consumers. In addition, we work in close relationship with our clients to align all stakeholders' visions and expectations to fine-tune claims.

Our approach: SKIM | Semantics

Claim evaluation helps you to acquire an in-depth understanding of how your claims are perceived by healthcare professionals and/or consumers and determine how to be most convincing. We have vast expertise in this area and offer workshops, qualitative and/or quantitative insights.

Fine-tune claims prior testing – Claims' generation workshop

As SKIM has conducted multiple claims studies, we have gathered insights and have qualified knowledge as to what works and what does not when considering making claims. We provide feedback to your R&D, clinical, legislation and marketing experts about the claims prior to testing. In addition, we also organize workshops to facilitate the claim generation process.

Get an understanding of claims perception – Qualitative exploration

By exploring healthcare professionals' and consumers' perception of products using various qualitative techniques, we provide directions to the benefit areas, the reasons to believe, and the emotions that are most relevant for a product / brand.

Find the winning claim and optimize it - Quantitative validation

To determine which claim best resonates with your target audience, we use Maximum Differential Scaling (MaxDiff). MaxDiff is an advanced ranking method for measuring relative claim appeal, relevance, uniqueness and credibility. Contrary to traditional rating and ranking methods, we deliver results that are not influenced by cultural and social bias and so a perfect choice to compare results across different countries.

In addition, healthcare professionals and consumers provide concrete feedback as to why they like or dislike particular claims (in terms of content, benefits, phrasing, etc.). This qualitative feedback in a quantitative set-up represents a strong basis for claim optimization.

Want to know more? Don't hesitate to give us a call or drop an email!