Case Studies

Case Studies

Explore our case studies

Over the years we have gained experience working
in many therapy areas ......

  • Dermatology
  • Diabetes
  • Mental Health
  • Neurology
  • Ocular disease
  • Oncology
  • Organ transplant
  • OTC
  • Rare disease
  • Respiratory
  • Urology
  • Vaccines

...... as well as working in many business problems:

  • Concept testing
  • Device testing
  • Digital
  • DFU
  • KPI
  • Logo testing
  • Market understanding
  • Market opportunity
  • Message testing
  • Packaging testing
  • Positioning
  • Sales aid testing
  • Under performing sales

Explore some of our case studies below and if you want to know more about our work on a particular area listed above do not hesitate to get in touch.

Alzimers

Caregiver research in Alzheimer to increase ‘consumer pull’

Situation

Our client had developed a new formulation of their existing, and successful, Alzheimer's brand. However, the new format was not gaining as much traction in the market as anticipated. Our client recognised the need to gain insight into the lives of Alzheimer’s patients and their caregivers, in order to identify both the barriers to greater uptake, as well as explore new leverage points to reposition the brand and power increased use of the new format.

Action

We adopted a three-staged approach. Stage one (interviews and duos at a central location) and two (in-home interviews), with non-professional caregivers (spouse, son/ daughter) of Alzheimer’s patients. And stage three, video diaries with caregivers and patients who were at a relatively advanced stage of the disease per market (3 EU & US).

Result

We revealed an insight which enabled our client to avoid the battleground connotations of medication and to uniquely associate their product with a positive moment of interpersonal connection to powerful effect. 

The film outputs we produced from the insights work were shared worldwide to affiliates and the core insight directly shaped subsequent HCP and DTC communication campaigns.

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Neurology

Driving awareness of a rare disease

Situation

Our client had a product for a rare hematological disorder. They wanted to identify what the barriers (and potential drivers) were for physicians to test patients (especially those with other disorders seen to co-exist with the disorder of interest).

Action

Physicians were asked to complete a Patient Record Form of one real patient they had seen with a co-existing disease that they tested for the disorder, and one that they did not test for the rare disorder.

  • Allowed us to explore the real reasons that patients were or were not tested based on real situations

  • We utilized a web-cam interview approach so our clients could view the physician, moderator and PRF

Result

We were able to identify several patient situations (based on lab values and age) where physicians were not testing patients, as well as the disorder simply not being ‘top of mind’ to test for.

We were also able to make recommendations that included a laminated pocket piece of who to test, creating a likelihood calculator on the company website, and revised educational materials.

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COPD

Understanding perceptions and impact of MOA related cough in new COPD medication

Situation

The marketing team for a dry powder COPD inhaler sought to assess HCP and patient reactions to post-inhalation cough associated with the product and explore strategies to overcome concerns.

Action

Identifying needs for understanding HCP and patients, we created a program of qualitative resarch (3 EU markets & the US) with physicians who manage dry powder inhaler prescriptions (pulmonologists, allergologists, PCPs), nurses who work directly with patient training, and patients to understand the attitudes and perceptions of cough issue in COPD, impact on usage and branded perception, and identify key intervention points to manage cough concerns.

Result

HCPs were familiar with cough related to a dry powder inhaler (DPI). Patients were familiar with DPI cough as well and found the speed and once daily dosage of these new options enticing.
Three key intervention points: in-office, take home leaflet, and in-depth video on product were identified for managing HCP and Patient expectations and providing reassurance on MOA, safety, and efficacy. Brand communications were developed providing confidence and increasing compliance with patients.

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Market Understanding

Market understanding

Situation

To achieve success in the RA market our client needed to understand the market dynamics, how these influence customers’ values and needs and ultimately how to ensure their soon to launch products addressed these effectively.

Action

We proposed conducting 60 minute IDIs with Rheumatologists (16), Rheumatology Specialist Nurses and RA patients. The output of our research along with our usual storylined presentation included an interactive treatment pathway.

Result

We were able to make recommendations to our clients regarding their soon to launch products and their potential positioning in the current market place as it stood and what future factors might change or influence the current situation. The interactive pathway was used by our clients to spread the insights to a wider internal audience and is used as a reference tool when queries arise with regards to the market landscape.

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Leader Brand

Developing a campaign that positions a leader brand

Situation

Our client was third to launch in an exciting and expanding market. With the disease becoming more prevalent, potential market revenue was estimated to increase in the coming years. Physicians were gaining experience and confidence with the competitors so it was vital for our client to have a strong, successful launch. They needed effective communication materials that would differentiate them and put the competition into perspective, identifying themselves as a leader brand.

Action

Campaign testing is often considered a simple and straightforward market research task: using a tried and tested approach where customers rank and assess materials on pre-defined criteria and if enough boxes are ticked, those will get the green light for launch.
We believe that materials can be so much more than simply crowd-pleasers. This is why it was vital for us to work closely together, from the start, with the brand team and creative agency. Developing the brand positioning as a team and understanding the creative brief driving campaign development means that our recommendations can be focussed on insight that will really contribute to increasing involvement with the customer, and ultimately generating that positive first conversation between the reps and physician. 

Result

The extensive teamwork displayed throughout the process delivered advertising concepts that were attention-grabbing, unique and challenged physicians’ current beliefs and behaviours, perfectly ticking the creative brief. The detail aid ‘experience’ had a consultative feeling that led physicians to accept the story without challenge as if from a colleague. It was logical, educational and importantly solution oriented which meant that physicians stayed with the story and were fully receptive to a discussion about using the treatment in real life.

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Best Practice

Exploring tactical best-practice to reach sales targets three months early

Situation

Within a challenging regulatory environment, with unconvincing clinical data, and limited internal marketing resource, this drug was struggling to find a secure foothold.  The Global sales team was looking to exploit successful sales and marketing tactics used by affiliates, to try and reach an ambitious target three months ahead of schedule.

Action

Our initial brief was to talk directly with customers to understand how the drug was performing at local level.  However our suggestion was to go directly to the core stakeholders at affiliate level, understand their most successful tactics and approaches, and identify issues they were facing.  We could then devise a framework for best practice, and conduct workshops during which each affiliate would commit to implementation of at least two approaches, adapted to work within the specific context of their own market.

Result

Stakeholder interviews revealed that local affiliate teams were frustrated, de-motivated and felt unsupported by Global, with little interaction and assistance from senior team leads. As a result the activities undertaken were half-hearted, and often not inspired or creative: many were focussed on simply winning air-time with customers, which required a lot of effort. Once in front of a customer, however, some interesting tactics emerged, some using existing materials in a new way, others involving left-field thinking and creativity inspired by core team members. Our facilitation focused on the importance of having a unified strategy based on a core story: only when this is in place can tactics truly reach the necessary low-hanging fruit.
Each affiliate committed to two tactical approaches, identified critical success factors and KPIs, explored the barriers they might face in implementation, and worked out a plan to evaluate progress in the following 4 months.

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