In the Pharmaceutical Market We Tend To Be Used in the Situations Outlined Below;

Developmental/New Products

  • Phase II-III – By revealing the emotion reason connection within the context of a more uninhibited response the method can be utilized in a variety of ways to understand and unravel the keys to decisions and habits.
    • Market Softening/Conditioning – What is causing current habits within a marketplace and what critical information will generate engagement to a generation offering? Using these insights we are able to provide our clients with the scientific and pre-branding message platforms that will begin to “condition” the market for the new offering.
    • Target Product Profiles – What is motivating about the profile and what is not compared with the current market. What does the market want that they don’t have (or don’t think they have). The tool is structured to look at the customers’ construction of a “best imaginable” and then their reaction to the TPP, this exercise reveals ways to move toward what the market wants.
    • Patient/HCP Journey – What is the view of the disease, and their role? What role does the product play? What role does the outcome play? These exercises can be focused on the mindset of the patient and/or focused on the HCP.
    • Target Product Claims – How endpoints/features/attributes need to be linked to provide optimal motivation, and how does that linkage connect to key benefits (drawn from the verbatim responses).
    • Customer Portrait – What are current beliefs and how can they be affected by the new product a quantification of desired beliefs and an understanding of the purchase and usage environment using the emotion/reason connection in the mind of the audience.
    • Positioning – What is the optimal mind space for the asset and how to get there? What mind space does the current market fill and how vulnerable is that position (utilize the Brain Surgery emotional engagement mindset model™)
    • Benefit Ladder – What is the optimal connection between functional, end use and emotional benefits
    • Message Platforms – What message platforms fulfill the emotion drivers® that cause a decision to choose the product. What key connections and linkage of the features need to occur in order to overcome barriers and support the product positioning.
  • After filed-create positioning and message strategy plus testing

In Line Brands

  • Refresh a brand
  • Launch a new indication
  • New competition in the marketplace
  • Dealing with market changing events
  • Sales aren’t optimal

Specific Issues

  • Treating “the condition”
  • The influence of managed care
  • The dialogue
  • Prioritizing data sets
  • Testing Concepts/Ads
  • Unbranded message strategy
  • Adherence/Persistence issues