About this Case Study 

This case study provides an example for organizations seeking to understand consumer attitudes and knowledge about health-related issues to shape innovative solutions. If you are in the health and wellness industry, this case study is for you.

This case study focused on evaluating consumer awareness of pelvic floor health, their experiences with related medical concerns, and their preferences for solutions. Combined with insights from gym professionals and medical specialists, this survey provided PelviX with a comprehensive understanding of attitudes toward pelvic health.

Summary

PelviX conducted a consumer-focused survey to explore public awareness of pelvic floor health and interest in potential solutions. The survey examined participants’ familiarity with pelvic health issues, their current management approaches, and their expectations for products aimed at addressing these concerns. The insights contributed to PelviX’s rebranding strategy and product positioning.

Here’s the Challenge

PelviX sought to understand general consumers’ knowledge of pelvic floor health and their openness to new solutions. The challenge was identifying how much consumers already knew, which issues resonated most, and what features they valued in a potential product.

Here’s the Idea

We designed a survey to explore:

• Prevalence of pelvic health-related concerns, such as back pain and incontinence.
• Familiarity with pelvic floor health
• Preferences for addressing concerns like lifestyle modifications and physical therapy.
• Desired product attributes, including effectiveness, ease of use, and cost-effectiveness.

Screening ensured the sample focused on individuals most likely to be interested in PelviX’s offerings.

Here’s the Execution

A quantitative survey was conducted with 340 respondents. Key components included:

• Questions about managing health concerns.
• Evaluation of solutions for pelvic health.
• Likelihood of using a pelvic floor training device.

Respondents’ health experiences and preferences informed insights on consumer needs and behaviors.

Here’s the Positive Outcome

Two key findings provided actionable insights:

1. Awareness and Familiarity: The data showed a lack of strong familiarity with pelvic floor health (17.90% “very familiar”), highlighting the need for education in marketing efforts.
2. Product Preferences: Effectiveness and ease of use ranked as the most critical attributes, aligning with PelviX’s emphasis on intuitive, results-driven solutions.

Applications to Business Objectives

The findings empower PelviX to:

• Develop educational campaigns to raise awareness of pelvic floor health and its connection to common issues like back pain and incontinence.
• Position their product as a user-friendly, effective solution for improving pelvic health.

Tailor messaging to resonate with consumers’ primary goals, such as alleviating pain and improving quality of life.