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00:18 – Introduction of failed advertising concepts

01:38 – The misalignment of creative briefs

05:17 – Analysis of the surgical mesh concept failure

08:41 – Emphasis on asking the right questions

In this episode of Comms Testing Nightmares from Beyond Blue, Jenny, Phil, and Sam embark on an illuminating journey into the challenges faced by the pharmaceutical industry when advertising concepts fail to resonate with their intended audiences. Using two vivid examples, they highlight the importance of alignment between creative efforts and customer insights.

In the quest for impactful advertising, aligning creative briefs with underlying insights is crucial to ensuring that these concepts connect meaningfully with both healthcare professionals (HCPs) and patients.

The Superman Conundrum

One example of this is the “Superman” concept intended to capture the attention of its audience through a single-frame comic book hero depiction. Despite its visual appeal and stopping power, the concept lacked essential context. It failed to connect the dots between the imagery and the therapeutic area, brand, or medical benefits it represented. Fundamentally, it was adrift in isolation, devoid of any synergy with the brand’s identity or the emotional and intellectual connections sought by the brand’s stakeholders.

Phil emphasised the importance of ensuring that advertisements go beyond mere surface appeal. He pointed out that the Superman concept’s lack of a fundamental connection to medical practitioners or patients mirrored a broader issue of not fully leveraging the potential of creative briefs. The need for a deeper story that speaks to brand positioning and values becomes clear—a narrative that gives longevity and relevance to the concept.

The Surgical Mesh Misfire

Another example is a surgical mesh product marketed as enhancing speed and efficiency. However, the narrative took an unfortunate turn by portraying a surgeon eager to leave the operating theatre for a golf course. Despite capturing attributes of product efficiency, the execution sailed into inappropriate territory, undermining the brand’s credibility and alienating the audience it intended to serve.

Sam and Phil explained that the creative team’s miscalculation arose from extending positive insights of speed and efficiency into a farcical portrayal, which ultimately compromised the brand’s integrity. The lesson here is clear—it’s crucial to understand where a creative idea fits into the strategic landscape, whether it be conservative or daring, and recognise its potential polarising impact on different audience segments.

The Value of Insightful Collaboration

We must not underestimate the power of collaboration between market researchers and creative agencies. Sam noted that understanding the creative process and asking the right questions can pave the way for more tailored and effective feedback. Building on this, Jenny called for courage in challenging creative agencies with insightful queries, stressing that such exchanges strengthen and clarify strategic alignment.

Key Takeaways

The insights shared in this episode underscore the fundamental role of insights in crafting successful pharmaceutical advertising. Immersing oneself in the creative agency’s process and addressing their underlying customer insights fosters a more integrated team approach. This collaboration is essential for concepts demanding behaviour change, ensuring they are grounded in solid insights and resonate profoundly with the target audience.

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