Developing a launch positioning for a new combination drug-device therapyEquiBrand2022-04-14T10:26:04-07:00 Project Description A combination drug-device company was looking to enter the diabetes category with a new-to-the-world solution. The client needed to solve a number of open issues, including physician and patient understanding, target selection, brand architecture, positioning and naming development. A market-based approach was used in aligning the brand promise with customer requirements, including “working backward” concept iteration. ChallengeBiopharmaceutical company launching breakthrough metabolic disease therapyEarly 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.) ActionExploratory physician research to inform brand strategy developmentFocused ideation to develop an array of testable positioning and naming directionsWorking sessions with clinical thought leaders to link emerging clinical data and practices with positioning and messaging alternativesQualitative and quantitative pharmaceutical market research validation, across pharmacists, primary care and physician specialistsResultAlignment 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 Learn moreSee other case studies or contact EquiBrand to learn more.