Issue

A pharmaceutical company wanted to reassess its value proposition to physicians. Previous research indicated that the top three companies were undifferentiated, so the client developed a unique business model to assume the leadership role. The goal was to develop a final positioning for a global franchise.

Process

We conducted research with primary care physicians in the US, Germany, France, India, Brazil, Spain, Italy and China. It began by conducting 50 qualitative interviews to test several value propositions, and then we launched an online survey to test creative ads with more than 1,300 respondents.

Result

Market Strategies' qualitative research identified which concepts were most relevant and credible; the quantitative research identified which ad performed best on recall, stoppability and call to action. Market Strategies also measured ad performance on functional and emotional attributes, using its proprietary web-based technique to isolate appealing and unappealing words and phrases. The client will test the final value proposition and advertising campaign at an upcoming Medical Congress, and Market Strategies will evaluate the performance of the ads.

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