Objective:
At the culmination of several in-depth research studies we advised our client, a major medical device company, to identify the target consumer personae for their over-active bladder patient.

Methodology:
To identify who the ideal patient is, her lifestyle, needs and preferences, we used qualitative inquiries that included:

• In-home ethnographies and focus groups with patients and prospects
• In-depth, in-office interviews, focus groups and phone interviews with urologists
• Product prototype testing with patients and prospects

Outcome:
We worked to bring the stages of the consumers’ journey with overactive bladder to life with the creation of a life-size installation displayed at our client’s headquarters. Multiple posters and charts depicted the six different personae for the therapy. In addition, Fusion Hill created a DVD depicting the ideal consumer target persona and created a filter that urologists could use to determine who of their patients were the ideal candidate for the therapy.