Case Studies
Strategic pricing for new products
The Challenge:
- How can we understand the perceived value that healthcare providers attribute to a range of surgical products?
- How can we develop an effective pricing strategy for two new products which have a unique mechanism of action?
Gleaning insight in a sensitive market
The Aim:
- Understand how best to position an HIV drug that helps advanced stage HIV patients
The Challenge:
- Hard-to-recruit groups, who cannot be videoed and must be very sensitively managed
Creating communications with impact
The Challenge:
- How can we identify the messages in a detail aid which would have the greatest influence on prescribing decisions?
- Which message bundle would appeal to the most physicians?
Giving a global leader vision for success
We worked with an Ophthalmology brand over a period, to maintain it's leadership position:
Phase 1
The Challenge:
- Physician tracking for this gold standard brand for treating adult blindness was in place, but there were still knowledge gaps
Creating a credible brand essence
The Challenge:
Marketing Issues
- Globally, how aware are parents and physicians of the different childhood diseases around this area and implications surrounding it?
- What are the rational and emotional drivers impacting on parents’ and physicians’ decision-making behaviour and how can we tap into these emotional drivers to create a credible positioning?
Project Issues
- Many stakeholders involved in brand development process so need to be mindful of all needs
- Global positioning required across a number of diverse markets, requiring flexibility in methodology to allow for cultural considerations
Creating an actionable segmentation
The Aim:
- Identify the most appropriate packaging and taste formulations for a suspension chemotherapy
The Challenge:
- Patients required sensitive moderator
- Patients were reviewing a product which would offer significant improvement in survival, but would not be available for 5+ years
Market research data as a PR tool
The Aim:
- Maximise take-up of a new indication in the Asia-Pacific region, by using the market research findings to inform the public and medical community of its benefits
