FEATURED CASE STUDY

Situation

Enfamil, one of the top two international baby nutrition brands, wanted to enhance their communication and sales strategies for health care providers by better understanding what influences them to recommend infant formulas to the parents of infants.

AIM was recruited by a fellow consulting partner, Experience Investigators, to lead the quantitative data and collection and analysis portion of the Enfamil project. Enfamil had specific questions they wanted answered, especially as it related to the correlation between sales representative visitation and a provider’s propensity to recommend certain brands.

Approach

AIM approached this assignment by applying its research design and data analytic skills with applied social science expertise to better understand why doctors and their patients do what they do. AIM addressed what Enfamil wanted to know AND helped illuminate trends that help Enfamil think about their goals and objectives in a deeper way. AIM was asked to design, program, collect and analyze data for an online survey of healthcare providers. While the data collection and analysis portions of the project required thoughtful use of technical skills, the insights AIM discovered about infant healthcare providers are what the Enfamil team found most exciting.

Outcomes

AIM’s quantitative work, conducted at the onset of this project, established insights that the balance of partner work continued to build upon. AIM was able to describe, in detail, several different types of health care providers and infant conditions and how they are related to providers making recommendations to new parents about what infant formula type and brand to use with their infants. Several unexpected findings both surprised and delighted Enfamil. Armed with these new insights Enfamil can now make decisive, informed choices about how to focus resources across communications, sales, and product development.