Challenge: When the marketplace for hormone-replacement therapy was upended on the heels of news about the potential health hazards from an orally ingested product, the client found their product suddenly gaining market share. The company turned to KRC Research to understand the new landscape for estrogen-only therapy and help develop messaging for its flagship hormone patch product.

Research Solution: KRC conducted extensive in-depth interviews with physicians who prescribe hormones, patients who receive hormone treatment, and women who are considering receiving treatment.

Results: KRC provided insight into how physicians perceive the current environment for prescribing hormone treatment for women as well as information on what physicians feel are the benefits and weaknesses of the different forms of hormone delivery. Based on this, KRC helped to pinpoint the messages that influence doctors to prescribe hormones through patches. This information was then used to refine the brand messages and create a more effective advertising campaign.