KISUHome Invasion

Conducted by 2nd Spark ConsultingSeptember – November 2011

A Home Invasion is 2nd Spark’s innovative

alternative to a traditional focus group.

A small group of friends and acquaintances with a similar condition or concern are brought together in the comfort of a home.

This approach allows marketers to uncover deep insights about their customers as they express their personal feelings and stories with each other in a safe and familiar setting.

Cocktails for Coldsores

A Home Invasion was conducted with a close group of cold sore sufferers.

Objectives of this research included:

• Understand the impact of cold sores

• Uncover drivers and barriers to treatment

• Determine the most meaningful features and benefits of KISU

Participant profile

• # of sessions: 7

• # of participants: 44

• Gender: female

• Age range: 35 to 45 years old

• Number of cold sores a year: 42% of participants get 2 – 4 per year

58% of participants get 6 – 12 per year

Cocktails for Coldsores

So, what did we learn?

INSIGHT: The feeling of a ‘tingle’ is the universal signal that drives a patient’s behavior to treat their cold sore

TINGLE TREAT

Pavlov's law:signals trigger behavior

ACTION: Position KISU as top of mind when our customers feel ‘the tingle’

=

=

“If I don’t do anything to treat it within the hour, then I’m done.”

“I need to get it in timeso I can stop it right in

its tracks.”

INSIGHT: Patients believe there is a critical window of opportunity to treat their cold sore so they can prevent it from coming out

Prevent cold soresfrom coming out

1 – 2 hour window of

opportunity

Cold sore surfacesFeel the tingle

ACTION: Ensure KISU is always available within this critical time of the buying process

Cold sores make me feel…

UglyMiserable

Awful Gross

Lousy

UnattractiveDirty

Crying

Staring in mirror

Flipping out

Avoiding people

Staying at home

Stress

…and these feelings trigger

INSIGHT: Patients experience emotionally vs. rationally based feelings which trigger emotional behaviors when they get a cold sore

ACTION: Acknowledge and connect with the emotional impact cold sores have on customers

Patients are using a combination of products to treat their cold sores and they don’t believe any one product satisfies all their needs

Prevents my cold sore from popping out or keeps it small

Relieves symptoms after cold sore surfaces (dries it out, makes swelling go down)

Speeds the healing time of my cold sore if it comes out

Pills Creams/Gels Home Remedies

ACTION: Communicate to customers that KISU can both prevent AND speed healing time

Participants were broken into 3 groups for an emotive exercise where they created a collage of their ideal cold sore treatment

The exercise uncovered 3 unifying themes that laddered up to participant’s high desire to have more control over their condition

INSTANT SIMPLE HEALTHY1 32

• Kills instantly and completely • Larger window of opportunity• 1 time treatment – DONE!

• Taken at any time of day• Can get it anywhere• Convenient, little effort

• Natural is good for me• Makes me relax• Makes me feel beautiful

I WANT MORE CONTROL!

ACTION: KISU should = CONTROL in the minds of our customers

When participants were exposed to KISU, the most beneficial product features they identified were aligned to their ideal treatment

Most beneficial features of KISU

When taken at first tingle,prevents cold sores from surfacing

Speeds healing time of cold sores by 30%

Supplement of vitamins,minerals and amino acids

All natural

Comes in OTC pills 2 day treatment

INSTANT

SIMPLE

HEALTHY

1

3

2

Ideal treatment=

ACTION: Leverage these features when talking about the benefits of KISU

The ranking of KISU’s features by participants will inform how we can most effectively communicate KISU to our customers in the future

8 pills

2 day treatment

Taken at tingle, prevents cold sores from surfacing

Speeds healing time by 30% Offers symptomatic relief

All natural Vitamins, minerals, amino acids Created by pharmacist

$15.95

most important

leastimportant

ACTION: Cold sore prevention is the most important message to communicate about KISU

thank you!

KISU was created by a team of medical professionals to address the limitations and frustrations of current cold sore treatment options. KISU is an oral (administered in capsule formulation), non-prescription remedy. The ingredients have been clinically proven to prevent cold sores and fever blisters from surfacing and speed healing time. KISU can be used in combination with topical creams or gels such as Abreva, Orajel, or Zicam.

For more information about KISU, or to order KISU today, visit:

about KISU

kisuhealthylips.com

2nd Spark is an innovative marketing consulting firm within the health and wellness sector that applies unique approaches to insight, innovation & experience, so you get market-ready solutions that solve your specific strategic & tactical business needs.

For more information about 2nd Spark and Home Invasions, call:

about 2nd Spark

Chris DeBartloPresident and CEO2nd Spark Consultingm.267.987.8750

KISUHome Invasion

Conducted by 2nd Spark ConsultingSeptember – November 2011