Case Study

Global Message Testing (Pharmaceutical)

Business Objective

In preparation for launch, our client wanted to develop and optimize messaging for a new cardiovascular product.

Situation:

A major pharmaceutical company was preparing for launch of a new cardiovascular product and needed to gauge cardiologists perceptions of key messages and the likelihood to drive usage; prioritize claims that support brand identity; identify unique differences and characteristics.

 

Approach:

  • A total of 30 physicians from 3 markets (UK, Germany, Japan) completed 25-minute survey.
  • Evaluation of messaging platform overall and then specific core messages and associated claims.
  • Messages were rated, ranked and restructured based on which portion was most compelling.

Outcome:

  • The research uncovered the impact of messages based on willingness to take action and prescribe this product.
  • Specifically, this research identified components of messaging platform that would drive behavior, while highlighting the components that needed improvement to enhance the effectiveness of the messages

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