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CASE STUDY

Positioning research

Positioning oncology brands to motivate customers and drive changes in beliefs and behaviour

Primary methodology

Qualitative research moderated by experienced positioning experts

Key project personnel

Mike Pepp and Lisa Heideman are our Directors with expertise in complex positioning

Timeline

2 month ‘deep dive’ to identify unmet needs the positioning can address 3 months for qualitative positioning test and refinement

KEY
‘TOUCHPOINTS’

1.

Deep dive into unmet needs; use sentiment analysis to interrogate previous research to highlight hidden truths and key words /language/ themes

2.

Positioning workshop: align on your brand’s potential to satisfy target customers’ needs, generate a range of positioning options

3.

  1. Internal ‘stakeholder buy in’ research (15-minute discussions with key internal stakeholders): identify ‘no go’ positionings and ‘misalignments’ to resolve before testing (ensuring powerful positionings aren’t rejected due to poor execution)

4.

Weekly feedback– What changes in belief / behavior does each positioning achieve? Opportunities to optimize positionings

5.

Full report highlighting the consequences of each positioning and development opportunities, a digital infographic to capture key learnings

6.

A virtual workshop using respondent verbatim and workmats to explore the findings, agree actions, timeline and accountability

7.

Re-test optimized positioning with a small number of respondents – ensuring positioning challenges and reshapes beliefs and behavior to maximize brand success

Key project personnel

Background

Gene therapy is a new paradigm in hemophilia. Our client’s gene therapy is expected to be second or third to market, but with a stronger clinical profile. However, once treated with any competitor gene therapy, patients become permanently ineligible for our client’s product.

Commercial output

Blueprint Partnership worked closely with the client team and their branding agency to develop and refine a positioning that activated target HCPs in appropriate centres.

Business challenge for our client

Our client needed to ensure a positioning able to motivate different stakeholders to change their current treatment approaches, review established referral and patient management processes/habits and overcome the logistical constraints imposed by a viral vector. The positioning needed to convey the potential for systemic effect using a locally administered therapy – a challenging concept for both surgeons and oncologists.

A positioning that highlighted the brand’s key strenghts – allowing a messaging strategy to motivate customers

  • Focus on the potential for response in unresectable patients and activity beyond the area that could be resected

Incorporating key’sticky’ phrases – memorable, highly resonant and able to shape beliefs & activities

  • Distinct hooks and language for oncologists and surgeons – building from their respective viewpoints to shape a consistent understanding of the brand and its value for patients