Strategic Workshop
CardioCraft: Crafting a Strategic Brand House from Market Insights for Optimal Positioning in Cardiology
Commercial Challenge:
To utilise market research insights to develop the brand house which will form the foundations of the positioning for an asset in cardiology
solution
1.
We conducted a virtual Positioning Activation Workshop using Mural, to develop and challenge the positioning inputs considering competitive, market, commercial and medical perspectives
2.
Prior to the workshop we synthesised a range of insights from current market research and prior knowledge and data sets and shared as a pre-read ahead of the workshop
3.
During the workshop:
- We diverged and co-created in a gaming and competitive style workshop with global marketing, medical and insights teams based in the US, Europe and UK
- We then converged to prioritise and refine positioning inputs
- We then conducted an acid test vs the competitive set, priority target physicians and patients
4.
After the workshop
- We shared a draft positioning for the brand which could be circulated and further refined by the internal client teams
- A write up of the rationale and inputs that forged the positioning
- A synthesis of the supporting insights that confirmed the basis positioning elements
Result
An initial positioning that is based on the voice of the customer, the ability of the asset to deliver, and the strategy of the commercial team