Patient Picture Study

A range of related posi­tion­ing and com­mu­ni­ca­tions assign­ments for a client bring­ing a new anti­de­pres­sant to mar­ket. Research con­ducted with both patients & physicians…

Step 1: Mar­ket Understanding

Research under­taken with patients in order to under­stand their day-to-day expe­ri­ences with depression.

preworkPre-work was car­ried out by patients to glean as much detail as pos­si­ble on how they view and describe the symp­toms of their illness.

The lex­i­con and imagery that patients brought for­ward not only served as a start­ing point for dis­cus­sion, but went on to make up a key part of our deliverable.

Mini focus groups offered patients the oppor­tu­nity to share their expe­ri­ences with other group par­tic­i­pants, whilst at the same time, addressed the require­ments of the assign­ment. IDIs sup­ple­mented our approach and we ensured key moments of the dis­cus­sions were included in our report…


Our report con­tained audio-visual record­ings from the dis­cus­sions, images and results from the pre-work and was used as the basis for our client’s on-going com­mu­ni­ca­tions strategy.

Step 2: Com­mu­ni­ca­tions Testing

Next steps included the test­ing of ini­tially, pre-launch and sub­se­quently launch mes­sages with physi­cians. At this stage, a key objec­tive was to iden­tify which mes­sages were most likely to com­pel physi­cians to find out more (about the drug), and which were per­ceived as crit­i­cally impor­tant to communicate.

With our brand expe­ri­ence and work­ing in close part­ner­ship with the client, we were able to develop an approach that allowed us to test a very wide range of dif­fer­ent mes­sages and impor­tantly, to under­stand physi­cians’ ratio­nale for their reac­tions, with­out any detri­men­tal effect on respon­dent engagement.


Out­comes demon­strated the value of an inter­con­nected research pro­gramme as well as the impor­tance of close col­lab­o­ra­tion between client and agency. Patient expe­ri­ences and use of lan­guage gleaned from pre­vi­ous stud­ies con­tributed to the refine­ment of mes­sages such that they suc­cess­fully com­mu­ni­cated their intended mean­ings and had rel­e­vance to physicians.

Our report again pro­vided the client with the strate­gic infor­ma­tion required to move for­ward with the launch cam­paign. Rec­om­men­da­tions included the iden­ti­fi­ca­tion of mes­sages for pri­ori­ti­sa­tion and explained these within the con­text of cur­rent beliefs, enabling our client to under­stand how mes­sages are likely to be interpreted.