We conducted a multi-phase study with a range of specialties and lab managers involved in allergy diagnostics:
- Qualitative explorative interviews
- Message development workshop
- Quantitative survey, including a max-diff exercise
Our research identified messages in order for our client to be established as leaders in allergy diagnostics in China by addressing relevant unmet needs, value drivers and challenges. We incorporated Turf (Total Unduplicated Reach and Frequency) analysis which determined the message story that reaches the greatest number of unique customers. In addition, we delivered a Turf simulator which allowed our client to interrogate and build additional message combinations for certain customers. Our findings also provided insights into relevant communication channels and influencers to disseminate the messages.