Project Description
A combination drug-device company was looking to enter the diabetes category with a new-to-the-world solution.
The client was faced with a number of market-based issues, including physician and patient segmentation, target selection, positioning development, brand architecture, and naming development.
Challenge
- Biopharmaceutical company launching breakthrough metabolic disease therapy
- Early phase clinical results suggest potential to alter the treatment paradigm, though requires significant education and behavioral changes
- Strong clinical foundation, with marketing elements (e.g., distribution, brand identity, product positioning, selling messages, etc.) still to be defined
Action
- Exploratory physician research to inform brand strategy development
- Focused ideation to develop an array of testable positioning and naming directions
- Working sessions with clinical thought leaders to link emerging clinical data and practices with positioning and messaging alternatives
- Qualitative and quantitative pharmaceutical market research validation, across pharmacists, primary care and physician specialists
Result
- Alignment of brand vision across organization to drive supporting activities (e.g., clinical studies, advisory group agenda, investor and distribution partnership presentations, etc.)
- Recommended brand positioning, messaging, brand name and logo alternatives to “bring the brand to life”
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