Resetting the bar in a new dermatology indication

Commercial

Challenge:

A dynamic campaign was needed to launch an established asset in Hidradenitis suppurativa (HS), as physicians were disheartened and frustrated with current treatments. The new treatment had the potential to reshape expectations within the condition.

A solution was needed to iteratively develop concepts and messages, supported by relevant behavioural science.

solution

1.

Leveraged COM-B model as foundations for iterative concept and message development

2.

Quantitative survey to filter down and assess relative impact

3.

Predictive AI visual analytics tool to review and objectively evaluate

4.

Deep dive qualitative interviews

5.

Subsequent follow-ups to assess recall and stopping power

Delivered

Provided guidance that current concepts were missing the mark in delivering key emotive and visual trigger. Guidance on how to optimise and maximise impact powered by AI visual predictive analytics.

Result

Continued to guide messaging, grounded in COM-B, to encourage physicians to raise expectations in line with improved efficacy offered by the new asset.