Insight research: brand, generics, autogenerics

An insight study on generic medicines: definitions, sale and purchase practices, patient-pharmacist relation

The Milan agency realized an insight study about generics and off-patent medicines. The analysis focused on perceptions in everyday practices of pharmacists and patients.

The research was commissioned by a primary pharmaceutical company, in the context of the development of new strategies for positioning and communication on the off-patent market.

Innovation delivered
A fresh look at the interaction between patient and pharmacist

Key services
co-design workshops
focus group / interviews
service design