Alpharmaxim full lockup logo

Developing product positioning and messages

The need

Ahead of an upcoming global launch, our client needed our help to ensure they had a compelling, evidence-led story for an established drug in a new diabetic indication.

New competitors were replacing our client’s product as first-line therapies, and they needed to improve their messaging to compete effectively in the market.

Our approach

We tackled the challenge in three ways, by:

  • conducting situation and information analyses (including a literature search, interviews with affiliates and competitor messaging)
  • devising a Belief Continuum® for the disease area and product, which we validated via a key opinion leader advisory board
  • developing a key message platform, using the Belief Continuum® to expand core messages into detailed supporting claims underpinned by scientific evidence.

The outcome

The hard work paid off! The global team were pleased with the logical and robust story-flow we crafted to help shape and align their local activities.

Medical teams and Medical Science Liaisons felt supported by the level of scientific detail and easy access to full reference information. They were ready to engage healthcare professionals in compelling, science-led discussions.

Talk to us about how we can transform your communications

World Alzheimer's Month 2023

World Alzheimer's Month 2023

In recognition of World Alzheimer’s Month, we created an animation to explore just one of the ways in which Alzheimer’s disease affects patients and their…
Understanding vaccine hesitancy through the lens of behavioural science

Understanding vaccine hesitancy through the lens of behavioural science

In this latest animation, we explore how a behavioural science-driven approach can help us to better understand the reasons behind vaccine hesitancy.
World Parkinson's Day 2023

World Parkinson's Day 2023

For World Parkinson’s Day 2023, Alpharmaxim created an animation to highlight some of the Parkinson's symptoms to look out for – in yourself and others.