Figuring Out Buyer Behavior

12A - Figuring Out Buyer Behavior: Field Study

Interview 1

I found this gentleman in line at my local Publix pharmacy. He was in his 60’s. He was picking up
three prescriptions: Lisinopril, Simvastatin, and Losartan. I asked him about when his need for low
cost prescriptions becomes most important. He shared with me his concern about affordability is
especially high at the end of the month, when all of his bills are due. His need awareness occurs also,
for an advanced prescription research tool, when he is experiencing side effects from taking the
medications. When he become aware of this need, he first tries to call the doctor who prescribed
him the medication to inform him of his condition. Then, he calls the pharmacy and voices his
concerns. His daughter is a primary care physician. He talks to her frequently about prescription
drug information as well, however, she is not always easily available for information.

Interview 2

I spent ten minutes interviewing my neighbor as she walked her dog. She has an unmet need of
finding generic prescriptions in order to save money. This need for her is primarily important during
the end of the year, when she is looking for ways to save money on fixed expenses, so she can afford
to purchase nice gifts for her friends and family during the holiday season. My neighbor takes matters
into her own hands and begins to research news articles and information online about wholesale
manufacturing practices and costs. She Googles: “prescription prices”, prescription costs to manufacture,
generic medicine, etc.

Interview 3

I interviewed a woman who was just at the walk-in clinic I visit occasionally. She had suffered a
heart attack last year and was experiencing chest pain and heart palpitations. She had been taking Plavix
to keep her blood from clotting, and was just prescribed a beta blocker for her palpitations. This patient
was aware of her need for unbiased prescription information when the doctor was discussing resolutions
to her symptoms, in the clinic. She wanted to pull out her phone and do some quick searches on the
internet for cheap prescription alternatives, but she also didn’t want to disrespect the doctor. Instead, she
asked the doctor about side effects and cost. She told me that if she had the time, she would’ve Googled,
“prescription drugs for heart” and “low cost prescriptions for heart”.

Conclusion

These field interviews helped me realize that everybody has different reasons for wanting more
information about prescription drugs. Some are triggered to research this information by experiencing
side effects from current medications. Others just want to learn how they can save money, so they can
spend it in other places that are important to them. Common search inquiries included the words
“prescription”, “”generic”, “low cost”, and “prices”. This customer segment wants to find low cost,
safer alternatives to their current prescription regimen, and they currently try to solve this problem by
questioning their doctors, pharmacists, friends, family, and performing small internet searches.