Positioning - Launching a new pharma product
The situation:
A large pharmaceutical company was planning the introduction of a new product that, while effective, would initially be unable to make clinically-supported superiority claims.
The challenge:
How communicate a meaningful point of difference, driving HCP (health care provider) support, insurer coverage and patient demand?
The approach:
Review of existing information (primary/secondary research, industry info) followed by intensive qualitative to fully understand patient needs/priorities.
Structured brainstorming with client team to develop set of unique positioning/benefit statements.
Qualitative-guided refinement of claims, enabling a positioning that was clearly meaningful to patients.
The results:
Recommended positioning preferred by significant segment of patients
Client incorporated findings into launch plans