Enhancing Value Through Optimized Messaging and Creative Concepts

Our client had an established product for which market share was strong but not yet dominant. To increase market penetration, they wanted to conduct a campaign refresh that would better communicate the product’s unique proposition. They needed insights to:

• Identify the optimal creative concept and tactical adjustment to enhance its impact
• Determine the ideal set of messages to support the creative concept and how to best bundle them

We conducted a systematic evaluation involving both qualitative and quantitative methods to achieve these goals. Our approach included:

Quantitative Exploration:

• 60-minute telephone interviews engaging physicians and patients to gather nuanced feedback
• Systematic evaluation, leveraging behavioral science principles, to gain tactical feedback to enhance impact and determine the most promising concepts and messages for further testing in the qualitative validation phase

Qualitative Validation:

• 20-minute online survey among physicians and patients, leveraging conversational AI to add depth to the insights from open-ended questions
• Identified the final concept, messages, and story flow that best supports the product’s value story, in the context of competitive campaigns

As a result of our research, our client:

• Refreshed their marketing campaign to better stand out in the competitive landscape based on evidence-driven insights about the creative concepts and clinical messages that were most likely to differentiate from competitors, while motivating stakeholders (physicians and patients) to take action
• Enhanced sales rep resources that improve user experience by integrating insights into existing segment-specific conversation and objection handler guides