Marketing Research Awards
Healthcare & Pharmaceutical
Client: Entific Medical Systems
Agency: Through the Loop Consulting
is an implant that can help patients who are single-sided deaf to hear
with the affected ear (TTL: This is incorrect; it allows them to hear on
the deaf side). A patient perspective on the device, developed by
Entific, was needed, and Through the Loop set about providing consumer
insight on the attractiveness and effectiveness of the BAHA.
£33,000 strategic research budget, this project was split into four
stages. Initial focus groups were carried out in the UK and Germany
followed by a large-scale quantitative study, with follow-up focus
groups and finally in-depth interviews.
standard consumer research techniques, the study provided an original
angle that has helped Entific develop a strong case for identifying
those in need of BAHA. The broad patient base and wide range of
questions in the market research , coupled with data from clinical
studies, gave Entific a solid base to build credibility for this device.
research showed that the promises made by BAHA were seen to be highly
attractive of they could improve the quality of daily life for
single-sided deaf patients. Many respondents wanted to proceed and
contacted their audiologist to find out how they could obtain BAHA.
BAHA is broadly accepted as an effective treatment by the medical
clinical trials took a more scientific view of the effectiveness of the
implant, while consumer research provided a human evaluation of whether
patients actually liked the idea of BAHA and gave some indication of the
impact it could have on their lives.