Case Study: Abbott Nutrition achieves first-to-market launch and 113% of sales plan with iModerate

Abbott needed a way to test an idea and iterate in product development with two key audiences – moms and health care providers

Abbott Nutrition, a global leader in nutritional products, needed to test and iterate a new formula to support breastfeeding by connecting with two key audiences—new moms and health care providers. The challenge was to understand new moms’ experiences, perceptions, and emotions around feeding and to gauge HCPs’ opinions and likelihood to recommend the product in order to validate the idea and move into development.

iModerate ran a rapid, 10-month research program with 10 events, using sequential one-on-one conversations alongside quantitative tests to bring both audiences to life and enable fast iteration. This approach validated the need, informed product and communication decisions, increased research efficiency and speed to market, and helped launch Similac for Supplementation, which exceeded targets (113% of plan), drove incremental share, and was first to market.

Abbott Nutrition