PROJECTS
INNOVATION WITHIN A
PHARMACEUTICAL CATEGORY
Health
METHODOLOGIES
Benchmarking | Trend Research | Ideation, co-creation and validation workshops | Strategic thinking workshops | Design thinking methodology | Concept Testing
SECTOR
Health
YEAR
2023
Description
Our client wanted to carry out an innovation process for his OTC product within Vitamin B, indicated in the categories of pain and deficiency; categories that currently have many players in the market.
ANIMA carried out an innovation project for the product and the categories, focused on evolving and/or expanding the current product, understanding the market, identifying needs, devising solutions and generating concepts that would allow the existing offer to be modernized.
+ 30 specific needs by user profiles
+80 ideas co-created in 3 workshops
12 concepts developed in depth
“What we are co-creating will be the bomb! It seems that everything is invented within Vitamin B, but this precisely does not exist”.
Customer
EXPLORING THE
ACTUAL MARKET
Comprehensive exploration of the Vitamin B market: competitors, products and prominent brands. Competitive benchmarking nationally and internationally. Identification of current and future global and cross trends in innovative products, ingredients and formats.
CO-CREATING AND
PRIORIZING SOLUTIONS
Identification of needs and profiles of patients in relation to Vitamin B with the participation of external professionals and the client’s internal team in 3 workshops.
Co-creation of ideas for products/services that meet those needs and priorization according to attractiveness and alignment with the brand.
CONCEPTUALIZE
PRIORITIZED IDEAS
Detailed conceptualization considering identified needs, technical limitaions and market competition.
12 concepts were detailed with: product name, characteristics, ingredients, galenic form, differential value, benefits and needs that it covers, identification of requirements and limitations.
