Consumer Preferences in the Portuguese Ostomy Care Market

Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceAdvertising is a paid form of presentation of goods, services, ideas by an identified sponsor. Companies spend huge amount of money on advertising and try to focus on solving consumer needs and address their preference. To run a good and strategic campaign, Marketing departments must know their costumers’ preferences. This is one of the lacks in the segment of Ostomy Care, which is the field of medicine that takes care of chronic patients with a stoma. From one day to another, after a surgery, they need to live with a stoma to be able to address physiologic needs. Since the beginning of this therapeutic care patients have listened to their nurses and used the products they recommend. However, once this product is 100% reimbursed, since 2017, by the government in Portugal, patients have the change of choosing it no matter how much it costs. It is estimated that those patients have chosen their own products. This research intended to study if they really choose their products and what are their criteria when taking the decision of using it. With these answers, Marketing department could develop better campaigns, focused on what they really care. As results, it was found that yes, most Portuguese ostomized people do choose their products and the most valued criteria are stick well on the skin, have a secure fit and being comfortable. In this sense, marketing departments of OC companies should focus on promoting it