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Developing a launch positioning for breakthrough therapy
| Challenge |
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Biopharmaceutical company launching breakthrough metabolic disease therapy |
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Early phase clinical results suggest potential to alter the treatment paradigm, though requires significant education and behavioral changes |
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Strong clinical foundation, with marketing elements (e.g., distribution, brand identity, product positioning, selling messages, etc.) still to be defined |
| Action |
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Exploratory physician research to inform brand strategy development |
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Focused ideation to develop an array of testable positioning and naming directions |
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Working sessions with clinical thought leaders to link emerging clinical data and practices with positioning and messaging alternatives |
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Qualitative and quantitative validation research with pharmacists, primary care and physician specialists |
| Result |
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Alignment of brand vision across organization to drive supporting activities (e.g., clinical studies, advisory group agenda, investor and distribution partnership presentations, etc.) |
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Recommended brand positioning, messaging, brand name and logo alternatives to “bring the brand to life” |
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