Agile test and learn in CKD and CV concept development
Commercial
Challenge:
To optimise the campaign launch, an agile development and refinement programme was needed to highlight the CKD and CV benefits of the client’s product: pressure testing concepts and materials against KPIs and identifying a winning concept for the campaign.
Multiple potential concepts needed testing, spanning dual therapies and a broad range of physicians (cardiologists, endocrinologists, nephrologists, PCPs and IMS).
solution
1.
Predictive AI visual analytics to identify optimal concept layout, ensuring all materials tested were refined before fieldwork
2.
KPI assessment against existing benchmark data to reveal the relative performance of the concepts
3.
Agile ‘pulsed’ online communities in the US, Germany and Canada to gauge initial reactions to concepts, then revisited for more in-depth exploration
4.
Quantitative deep dive with KPI assessments over four months
Delivered
Clear recommendations on visual refinement from predictive AI visual analytics, along with clear winning concept and subsequent raking of 16 remaining concepts.
Result
Clear winning concept identified with tangible guidance on areas for refinement.