Welcome to the Branding Science Laboratory Case Studies
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Assessing market opportunity for an oncology portfolio
Our client was in the process of developing several new products and regimens for the treatment of breast cancer. However each of these, when launched, would be competing for the same space in the market.The team needed to understand the market, identifying where the opportunities existed and to gain insight from the customers' and consumers' points of view. The would allow us to provide guidance on how best to move forward with their key brands, without cannibalisation.
A qualitative methodology was adopted both in the form of focus groups and of in-depth interviews with oncologists. We used several projective techniques and utilised anonymous patient records.
We provided some key insights in to the breast cancer market and identified key opportunities within it. This has allowed our client to develop a unique positioning for one of their key brands, as well as exploring the ways in which their portfolio can co-exist within the same market space.
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Potential of Virtual Autopsy
Our client was in the process of developing an innovative product for use in virtual autopsy - the use of digital imaging in understanding the cause of death.The brand team needed to determine the U.S forensic market opportunity for CT and MRI hardware and investigate the needs and interest of medical examiners in adopting virtual autopsies into their office.
The team used a mixture of qualitative and quantitative approaches with medical examiners and chief medical examiners, to understand how the new product would compare to existing options.
Our research was able to guide the brand team in developing the potential of the process, highlighting that accuracy of was the key benchmark by which their product would be assessed.
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Clinical trial design for new cardiovascular brand
Our client was at the early stages of clinical trials for a new potential drug class for hypertension and needed to understand how to develop a clinical trial programme in order to meet the market entry requirements for a new product.To ensure that results from clinical trials would be worthwhile, our client needed to understand which treatments to test against, how any new drug class needed to be measured, and what clinical endpoints were required.
We conducted a series of in-depth interviews with KOLs and clinical trialists within the field of hypertension. Throughout the research process we tested possible future scenarios of trial results to gauge an accurate reflection of what was needed.
Through this research process we were able to work with our client in designing the most effective clinical trial programme to ensure their new product class could most effectively compete against the incumbent brands.
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Asthma device development
In developing a new device for asthma, our client needed to create a strong brand focussed on the quality of an inhaler, to establish brand loyalty with the use of both generic and new molecules.In order to establish brand attachment to inhalers, we needed to understand the role that a device played in treatment, and how an effective design could provide a differentiator to existing treatment options.
Working closely with the brand team we conducted focus groups with GPs and Specialists to identify the unmet needs they had with regard to asthma devices, and exploring the opportunity that existed to provide something different.
The research highlighted that the effectiveness and ease of use of an inhaler was critical in treatment choice, whilst also providing guidance on the way in which a differentiated device could be developed.
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Neuropathic pain product launch: positioning and campaign development
Our client was in the pre-launch phase for a new product for neuropathic pain, which offered significant differentiators to the existing brands.Prior to launching the product within a tight timeframe, our client needed to understand the emotional drivers within the therapy area and how they needed to develop the messaging and creative campaign as a result.
The research process involved engaging with patients and a range of HCPs in focus groups and in-depth interviews, whilst involving the brand team and creative team in all aspects of the project.
Through the research process, the brand team were able to develop the right messaging which allowed them to highlight the brand's core competitive difference against the current market landscape.
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Animal antibiotic marketing campaign development
Our client was due to launch a new antibiotic for use in cattle, an area already dominated by strong brand allegiance.Our client needed to know how they could communicate the benefit of a longer duration of action and create emotional attachment to the brand.
We conducted both quantitative and qualitative research, together with internal brand team workshops, to understand how current antibiotics were used, and assess what was required to promote the brand in the best possible way.
Our research highlighted the inconsistencies in the way in which antibiotics were used, and in how farmers and vets perceived antibiotics. Through this understanding we were able to work with the brand team to devise an appropriate launch strategy.
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Branding development of NSCLC clinical trials
Our client was about to start a series of clinical trial programs in NSCLC, at a time when a large number of existing trials were on-going in the therapy area.We needed to help our client ensure that each of the trials were recognised as having a common theme of highlighting positive outcomes and low co-morbidities, whilst also ensuring recruitment for the trial would be successful.
We conducted a series of focus groups and IDIs with NSCLC patients and clinical trialists, focusing on potential descriptions of trials and understanding the level of information that was required.
The research allowed our client to understand how the clinical trial program needed to be communicated about to ensure the purpose was clear and have high rates of recruitment. We were also able to provide guidance on the level of information that patients needed.
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Payor and Market Access research for new GLP-1
In the launch of a new product class for diabetes, our client was unsure of the criteria for which their brand would be judged by payors and healthcare commissioners.In order to ensure the brand would be adopted across regions, our client needed to know how health outcomes data would be received and what information was required in order to achieve adoption.
In this research we interviewed purchasing hospital pharmacists and healthcare commissioners, presenting a series of health outcomes data and information on the possible benefits the brand could provide.
Payors and healthcare commissioners did accept many of the arguments provided, and our research highlighted the further information required and what the product should be compared to in order to effectively highlight its benefits.
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Brand tracker for haemophilia A
In pursuit of marketing excellence, the business team behind a number of brands for haemophilia A were looking for opportunities to optimise marketing tactics and strategy. There was a need for knowledge of how different parts of the marketing mix were performing.Key questions to be addressed included: what were the levels of brand awareness? How much did doctors use the different products available, and how did they rate the products' performance? What were the levels of message recall and identification amongst doctors? What were the perceptions of the company and its sales force?
A series of 60-minute face to face interviews with haemophilia specialists across EU markets. These interviews comprised structured quantitative questionnaires with a small number of open questions.
This study provided an assessment of the relative strengths and weaknesses of the different elements of the marketing mix on a country by country basis. The European marketing team was then able to provide feedback to affiliates highlighting aspects of marketing that needed improvement. The study has since been repeated on an annual basis.
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Market understanding and repositioning for osteoporosis brand
A manufacturer of a calcium and vitamin D supplement for osteoporosis observed that despite the rise in the number of patients affected by the condition and the growth of the market, only a minority of patients were actually prescribed with vitamin D3 and calcium treatments.The aim of the project was to understand the customers' and the brand team's internal perspectives of the brand in order to then develop the most effective ways of communicating the benefits to customers.
We started by conducting interviews and workshops with the brand team and medical reps to assess internal understanding of the current positioning. We then compared these results with the views of GPs and relevant specialists, collected through a series of focus groups and individual interviews across the country.
The comparison between internal and external stakeholders enabled the brand team to get an up-to-date vision of the market trends. It also showed why the importance of these treatments was undervalued, leading to poor patient compliance. Moreover, it assessed the relevance of the current positioning taking into account the way competitors were perceived.
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Taxotere brand repositioning
Taxotere had previously been the market leader, but in the face of fresh competition, the brand was struggling to maintain its market share.The team needed to know why the brand was struggling, and how they needed to refresh their brand strategy and ensure they stayed one step ahead of the competition.
Through the use of qualitative research and Customer Council (see our Innovations section for more details) to understand why customers were struggling to see the benefits of the brand.
Through these processes we were able to understand how the brand was perceived and why the current communication strategy was failing, and placing the brand only on the dimension of strong efficacy. This fed into a new campaign which introduced the concept of 'plus time' - more time, but with a better quality of life.
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Alzheimer's patient and caregiver experience understanding
Our client had a strong brand with high market share for the treatment of Alzheimer's. However they were operating in an extremely competitive environment where added services had the potential to play a crucial role in brand choice.Our client needed to understand what additional services and support they could offer patients and caregivers. As the first step to provide this, they required a deeper understanding of the patient experience and what life was like with Alzheimer's.
In the US, Germany, France and Spain, we conducted a series of individual and duo in-depth interviews and video diaries (see Innovations sections for more information) with caregivers. In a highly emotive and difficult topic area, we used a range of research methods and techniques to truly understand their daily experience of the condition, their motivations in the carer role and their expectations from treatments.
Through the range of methods used we were able to provide an insight into the patients' and caregivers' lives. We also highlighted how they managed the condition and where the potential for further support existed, and how this could be developed.