Our client was launching a new formulation for their mature pain brand in a highly competitive market environment. They sought our expertise to enable markets to deliver effective and targeted messaging, and reinvigorate the brand.
First, we needed to identify the behavioural (and belief) changes required to alter perceptions around the new formulation, so we utilised our Belief Continuum® to guide the process. We also carried out several other activities to discover the most effective messaging.
- Patient segmentation and profiling
- Competitor research, leading to a key differentiation platform
- Adoption pathway mapping exercise.
With this insight, we developed a full interactive message matrix and guide (providing core claims, evidence and references for each patient segment and competitor product). Alongside this, we created a full tactical plan and supported the roll-out of each tactic.
Marketing and medical teams had guidance on how best to use the messages across patient segments in different scenarios. The 360-degree approach meant that teams now had the knowledge to counter a competitive threat when talking with physicians at different stages of product adoption.