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Gaining insight into our ‘new normal’

Joe Marshall offers a glimpse into our COVID-19 research as we examine the impact of the pandemic on the consumer, pharmaceutical and animal health industries.

Covid-19 has had a dramatic effect on both consumers and clinicians across the globe. It has driven a change in attitudes and behaviour and greatly affected personal and professional lives, as we’ve had to adapt to a new way of life with evolving rules and regulations.

To better understand this landscape for our clients, we’ve worked with top industry experts to compile a series of reports that look at the behaviours, attitudes and needs as we emerge from lockdown and the opportunities they present for pharmaceutical, health and beauty, animal health and wellbeing brands.

The first report, Covid-19 Changing Consumer Behaviours, delves into the new behaviours that have emerged. We find out whether they are here to stay, if they will progress or revert and where the opportunities and challenges lie for retailers and brands when reaching and influencing this changed consumer.

It combines consumer research with behavioural science and expert opinion from health psychologist Dr Anna Baker, practising and media GP Dr Sarah Jarvis, and journalist and beauty expert Sali Hughes.

The report explores new short-term behaviours established as a result of Covid-19 and examines how they will affect consumer shopping habits longer term, highlighting three core areas:

Self care and home comforts – the new independent consumer is equipped with more information than ever before. We look at their habits and the role pharmacists, experts and brands can play.

Buying not shopping – with browsing restricted in store, many consumers are looking to technology to fill this space and while they have been forced to streamline shopping habits, there is still a role for the specialist retailer when it comes to considered purchases.

Value(s)– as purse strings tighten, we examine whether value will compete with values and how the considered consumer has come to expect both from their brands.

Then launching later this week, Trust and transformation: The new voice of pharma in a post-pandemic world, aims to better understand how Covid-19 is affecting the personal and professional lives of clinicians, and what marketing and comms teams must consider to better meet these evolving needs. We’ve consulted recent industry studies and spoken to healthcare professionals across the UK from a range of therapy areas.

Our findings tell us that while face-to-face meetings remain valued, the pandemic has accelerated the adoption of digital or virtual channels – and this looks set to continue well beyond lockdown.  Pharma companies have an opportunity to deliver patient support in new ways and to a wider audience. In fact many people, including older generations, are more comfortable with remote solutions, with 42 per cent of over-70s identifying video or telephone appointments as a preferred option for consulting with their GP post lockdown.

Finally, our animal health team have just completed a second wave of research among veterinarians in the UK and the USA. Veterinarians told us they felt undervalued during the pandemic despite their critical worker status. The report provides direction in how animal health organisations can better support them in the switch to digital and virtual consulting during and post lockdown.

We’re offering clients a run-through of these reports first hand, providing advice on how they can be used to inform marketing strategies and programmes in the new normal.

To book a research session, or to request a copy of our reports, email covidinsights@thisispegasus.co.uk  

is a Senior Strategist in our Strategy & Insights team.