A leading global food and beverage company in infant nutrition wanted to understand brand performance drivers. IQVIA conducted primary research with pediatricians, neonatologists, and general practitioners to assess prescribing behaviors, company image, and delegate performance. Results showed HCPs actively recommend multiple brands for babies under 12 months, shifting to endorsements after 12 months. Over half were unaware of direct promotion guidelines. Key factors influencing recommendations included “closest to breast milk,” parental use, and scientific updates. Findings guided revitalization of communication strategies for stronger brand association.

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