In 2015 Orbital Research pioneered an award-winning methodology for gathering medical Real World Evidence that was successfully conveyed into new or reinforced OTC product claims, at the fraction of the time and price of a full scale clinical trial.
Our digital RWE process works by asking users in the real world academically supported questions, via social media as well as other digital marketing channels owned by the brand.
On completion of the data collection process, just as in a clinical trial, the study findings are published within relevant medical journals, where they are academically peer reviewed. At this stage, we also discuss and agree the findings with regulators, to see what new claims can be stated in future product marketing.
Digital Real World Evidence is best suited to consumer healthcare brands and services, and in particular, medically licensed Over The Counter products.
In an ever-competitive market, brand managers need every edge, and new product claims can not only revitalise a brand and remain current in the consumers eyes, but provide a healthy competitive edge that can be shared across all marketing materials, be it above or below the line.
The data for these studies comes from existing users of your product, who voluntarily answer questions on a bespoke platform. As required by the medical protocol for our studies, we are upfront to users as to why we are running the study and we explain to them how this data is used. All data collected is anonymous and cannot be tracked back to an individual. We do not “mine” data through user’s social profiles, collect personal information or rack up data collected through user online tracking.
Our Real World Evidence methodology offers an extensive cost saving alternative to clinical trials (RCTs) where data is need to reinforce product marketing claims, or where new ones are needed – typically at less than 10% of the costs of these trials.
Aside from being a far cheaper cost than a clinical trial, this method also has several other significant advantages:
From initial discussions to understand the new and refreshed claims you are looking to make, through to project completion can take between 6-12 months, but this is dependent upon many factors established early on.
Nothing can ever be guaranteed, however our experience and knowledge will help us define likely outcomes at an early stage of the study.
We have a range of strategies for collecting your customer’s data that don’t necessarily involve digital channels.
Unlike a clinical trial (RCT), with our digital RWE methodology the results will not be published if you don’t wish them to be.
Our studies are massively insightful when exploring your consumer’s behavior and the opportunities for NPD. In fact, we’ve saved over £1m of market research fees for our clients to date.
80-year-old superbrand, Sudocrem Antiseptic Healing Cream, wanted to reaffirm its place in the market as the No.1 nappy rash brand, but without the cost and time restraints of a new RCT.
Orbital and its partners designed a study that achieved this in just 6 months and at a fraction of the cost of a RCT. 10x new claims were generated around the product’s ability to heal nappy rash.
Whilst being the UK’s leading Infant Colic treatment, Infacol was being challenged for market share from emerging and existing alternatives. What’s more, the brand was undergoing a total refresh and some new product claims could add weight to this investment.
Orbital and its partners created a study that achieved x10 new claims around its treatment of infant colic, and in just 6 months. This was something the brand has never been able to achieve in its 35-year history. The ICORE claims now lie central to the brands marketing, and has seen sales surge as well as online sentiment.