Becoming the pharmaceutical secret weapon
Becoming the pharmaceutical secret weapon
Proves our ability to understand the human factor during decision-making in a traditionally evidence-based world.
Deliverables
- Brand strategy
- Brand planning
- Audience psychographics
- Messaging
- Stakeholder alignment
Business Problem
The importance of data in the evidence-based world of pharma cannot be underestimated. But why then does the drug with the best data not always win? Our work with pharmaceutical companies has helped them understand how to uncover and leverage the ‘human factor’ to achieve greater success.
Idea
For the last two decades, we’ve been working extensively with pharma brands to help them identify the emotional drivers of success - be it for a drug or to align and galvanize key stakeholders around treating a disease state. While data and efficacy will always be key rational reasons to believe, understanding the core emotions associated with the brand, the company and/or the aspirations of HCPs and patients is core to being able to connect in a meaningful way and inspire stakeholders to choose your treatment option.
Working with them … has been an eye-opening, immersive pleasure. They have helped my team find our ‘true north’ – and then build upon that internally. They help challenge the status quo so that we can do what we do – even better.
Impact
The work we have done has significantly influenced the positioning, messaging, and activities of the pharma companies that we have worked with.
Key impacts include:
- Developing new messaging and activities to reach HepC sufferers in marginalized communities
- Informing a campaign to target the underlying issues around why onychomycosis is often ignored by HCPs and those with the condition
- Repositioning a prostate cancer drug to support those with the terminal condition
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