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.
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.