Client Segment:
A global leader in medical technology, specializing in innovative solutions for healthcare professionals, including the production of Butterfly needles (winged infusion sets).

Methods:
Research Design:
Developed a mixed-method research design combining quantitative surveys and qualitative interviews to gather comprehensive insights from healthcare professionals.

Data Collection:
Quantitative Surveys:
Administered structured online surveys to over 300 healthcare providers, including doctors and nurses, to gather data on their usage patterns, preferences, and experiences with Butterfly needles.
Qualitative Interviews:
Conducted in-depth interviews with 30 healthcare professionals, including influential medical representatives (MRs) and thought leaders in the field, to explore their perceptions, attitudes, and recommendations regarding Butterfly needles.
Focus Groups:
Facilitated focus group discussions with a diverse group of healthcare practitioners to gather collective insights on challenges, preferences, and experiences related to the use of infusion sets.

Analysis:
Utilized advanced statistical techniques, including descriptive statistics and cross-tabulation, to analyze survey data and identify key trends in prescription practices.
Conducted thematic analysis on qualitative data from interviews and focus groups to uncover deeper insights into the motivations and concerns of healthcare professionals when prescribing Butterfly needles.
Integrated findings from both quantitative and qualitative analyses to create a holistic view of the prescription landscape for Butterfly needles.

Findings:
Prescription Practices: The research indicated that a significant percentage of healthcare providers preferred Butterfly needles for specific patient populations, particularly pediatrics and patients with difficult venous access.
Influencing Factors: Key factors influencing prescription choices included the needle’s design, ease of use, patient comfort, and clinical effectiveness. Many healthcare professionals reported positive experiences with the product’s performance, particularly in challenging clinical scenarios.
Barriers to Adoption: Despite the positive feedback, some healthcare providers expressed concerns about the cost of Butterfly needles compared to traditional options, which influenced their prescribing habits.
Role of Influencers: Medical representatives and key opinion leaders played a crucial role in influencing prescription behaviors. Their recommendations and insights significantly impacted healthcare professionals' choices.
Solution:
Based on the research findings, BD was able to refine its marketing and communication strategies to better address the needs and concerns of healthcare professionals. The insights provided valuable information for product positioning, emphasizing the unique benefits of Butterfly needles, such as patient comfort and clinical effectiveness.

Additionally, BD developed targeted educational materials and training sessions for medical representatives to enhance their ability to communicate the value of Butterfly needles effectively. This approach aimed to increase awareness and encourage adoption among healthcare providers, ultimately supporting improved patient care.