实现引人注目的消费者健康主张。必威手机APP快速地。

“尿布皮疹是婴儿的不舒服和令人痛苦的皮肤状况，大约50％的婴儿在生命的第一年就会经历尿布皮疹，”拜耳消费者健康的医疗负责人Sheryl Tan指出。必威手机APP“虽然Bepanthen软膏已在临床上被证明可以治疗和预防尿布皮疹，但我们希望在现实世界中进一步验证消费者满意度，并确定其使用的相关性。”

Bayer-IQVIA消费者健康合作伙伴关系调查了必威手机APPBepanthen®软膏对婴儿尿布相关的关注的影响，受访者对Bepanthen®软膏及其收益和财产的满意度以及对产品的看法。

Compared to a traditional clinical trial set up, this real-world consumer-centred outcome study using virtual methods, combined with IQVIA Consumer Health’s claims expertise, took only 4 months from start to finish, ensuring quick delivery of results and actionable, validated consumer claims.

通过几乎可以利用相关的受众群体，IQVIA Consumer Health能够通过社交媒体平台识别和招募和验证300名妈妈的目标受众，必威手机APP其中50％每天使用Bepanthen，而其他50％仅使用该产品需要的时候。

By asking specific questions round product usage and satisfaction, Bayer Consumer Health and IQVIA Consumer Health generated the evidence needed to prove two new consumer-centric claims – 9 out of 10 moms use Bepanthen every nappy change – which have been used in Bepanthen’s latest television commercial.

“We want to help mothers by giving them peace of mind because when it comes to their babies, they cannot be over-protective, and they do not want to second guess,” said Elma Magbuhos, Bayer Consumer Health’s ASEAN Brand Lead for Bepanthen and Zambuk. “When tested with mothers, the claim that ‘9 out of 10 moms use Bepanthen Ointment for every nappy change’ was incredibly well received, it helped in making the advertisement credible and convincing according to the respondents and these views have been reflected in the advertisement's success”

Magbuhos透露：“自从7月的第一周首次播出电视广告以来，我们收到了目标受众的出色反馈，并在短短的1周内获得了190万YouTube的观看次数。”

从研究中的学习也可以转移到其他可用的市场，例如越南，印度尼西亚，马来西亚，为该项目增加了价值。

Commenting on the success of the project, Nick Roberto, IQVIA Consumer Health’s Engagement Manager, Primary Intelligence in Southeast Asia pointed out that “seeing the consumer-validated claims in the new Bepanthen TV commercial demonstrates the importance of having an integrated cross-functional approach to claims substantiation”.

他补充说：“从一开始和明确的主张策略中，拜耳的合作方法对于这项研究的成功至关重要。”

要了解有关IQVIA Consumer Health的虚拟现实世界研究解决方必威手机APP案的更多信息，您可以下载我们免费白皮书或取得联系consumer.必威手机APPhealth@iqvia.com。

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