Pediatrics category label.

Infant Diaper Rash

Developing Consumer-Backed Claims for Diaper Rash Ointment

An infant's diaper being changed.
Objective
A global consumer-health brand sought to gather consumer-centric claims supported by real-world evidence in preparation of a television ad launch for its diaper-rash ointment.
Methodology
ObvioHealth’s virtual design, employed targeted digital recruitment to fill enrollment with 300 mothers living in Thailand. Participants were asked to complete digital questionnaires which assessed product usage and satisfaction in support of two new consumer-centric claims.
Results
300 participants were recruited in <2 months
Successful health claim substantiation for client led to launch and  positive business results
4 months
To project completion
300 participants
Recruited in less than 2 months
A man with plain black shirt facing away from camera.
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“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 advertisements success”
-Elma Magbuhos, Bayer Consumer Health ASEAN - Brand Lead (Bepanthen, Zambuk)
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