Introduction
Context: The rise of mobile applications in the pharmaceutical industry is reshaping how consumers discover, compare, and order medications and health products.
Need for the Study: To inform an investment decision on a new pharmacy application by quantifying acceptance, drivers of appeal, and price tolerance.
Business Aim: Assess target audience feedback to estimate acceptance and success probability.
Business Aims and Research Objectives
- Assess current purchase habits via online and mobile platforms.
- Evaluate target segment reaction to the proposed mobile application.
- Identify likes/dislikes regarding the application’s features.
- Measure potential demand and intention to use.
- Collect suggestions for improvements.
- Identify the optimal delivery fees.
Research Methodology
Design: Quantitative concept test with face-to-face (F2F) interviews.
Target Segment: Riyadh residents; Saudis; males & females, 18–54; monthly income ≥ SAR 9,000; smartphone/tablet owners; frequent online shoppers.
Sample Size & Timing: N=500 interviews conducted in January 2024.
Concept Evaluation
Appeal & Uniqueness: Majority rated the app as somewhat appealing; a substantial portion perceived it as unique.
Demographic Breakdown: Appeal/uniqueness analyzed by gender, age, and income bands.
Relevance & Intention to Use: Most respondents considered the app relevant to their needs and indicated high intention to use.
Price Sensitivity Measurement
Delivery Charge Analysis: SAR 10 identified as the optimal price point with the highest willingness to pay.
Name & Logo Testing
Name Testing: The proposed name was widely viewed as appealing and relevant.
Logo Testing: Three logo designs evaluated; feedback used to refine distinctiveness and healthcare credibility cues.
Findings and Recommendations
- The proposed application shows a favorable outlook among the target segment.
- Price sensitivity indicates careful calibration of delivery fees (around SAR 10) to maximize adoption.
- Name and logo resonate with the audience, supporting positive brand perception.
Actionable Direction: Prioritize clear value communication (speed, reliability, pharmacist support), optimize delivery fee structures (bundles/subscriptions/free over threshold), and refine branding to emphasize trust, safety, and convenience.
Conclusion
Sapience’s research indicates positive market receptivity for the proposed pharmacy application in Riyadh. Suggested improvements and pricing guidance offer a clear pathway for product development and go-to-market, increasing the probability of successful adoption.