<img alt="" src="https://secure.lazy8krti.com/218831.png" style="display:none;">

Case study: How emotional insights drove the creation of a credible global brand essence for a child’s vaccine

The challenge
Our client needed to create a credible, global brand position for a child's vaccine and roll out an effective communications campaign. They wanted to understand both the rational and emotional drivers impacting parents' and physicians' decision-making behaviour in a range of markets in Europe, Asia, Latin America, and the Middle East. Many stakeholders were involved in the brand development process and we needed to ensure the marketing team were engaged with the findings at every stage.
How emotional insights drove the creation of a credible global brand essence for a child’s vaccine- case study
How emotional insights drove the creation of a credible global brand essence for a child’s vaccine- case study

The challenge
Our client needed to create a credible, global brand position for a child's vaccine and roll out an effective communications campaign. They wanted to understand both the rational and emotional drivers impacting parents' and physicians' decision-making behaviour in a range of markets in Europe, Asia, Latin America, and the Middle East. Many stakeholders were involved in the brand development process and we needed to ensure the marketing team were engaged with the findings at every stage.

The solution
We conducted a series of research projects in order to provide direction to the communications strategy including in-depth interviews with paediatricians, ENT surgeons and others using a range of projective techniques to uncover the emotional drivers to brand selection. We held groups with paediatricians and explored key messages, teased out the issues and worked with the brand team to create a brand portrait for the product. We carried out depth interviews with paediatricians to undertake message testing which fed into the development of the detail aid. We also conducted a series of duo interviews in order to test a range of concepts for the advertising campaign and to test the detail aid. Finally we conducted two phases of research with KOLs and paediatricians to develop disease awareness materials.

The outputs
We carried out 4 immersion workshops at critical stages in the project, in order to inform the marketing team, affiliates and ad agency and help evolve the communications strategy development as it rolled out.

Sign up to receive Rapport

Rapport is our e-newsletter and online resource for sharing our expertise and experience in global healthcare market research.

Sign up here