​HELPING SANOFI GET CLOSER
TO THE RIGHT CONSUMERS IN THAILAND

Sanofi is a giant in the healthcare world. Each year, the APAC region hosts a kick-off meeting, most recently in Bangkok in 2020. The Bangkok International Conference welcomed 230 Sanofi leaders from around the world, including executive leadership from each market. For Sanofi, it is critical to genuinely understand consumers and for everyone in the organisation to relate to, and empathise with the people who use their products. They are especially interested in the human context in which consumers use their products. 

 

To help bring this purpose to life, Sanofi wanted to better understand their consumers in Bangkok. I helped to organised 50 simultaneous home immersions across the city, taking groups of 4-5 conference attendees into local homes. For each visit, I also design a booklet, containing a detailed consumer profile, including health challenges, demographics, and what it meant to them to be a care-giver.

 

This insightful experience allowed Sanofi the opportunity to understand and be inspired by the Thai consumers. It also provided their team with new consumer lead ideas and approaches for their strategy in the region.