Program of insights work to shape a distinctive market position and impactful healthcare professional (HCP)-directed communications to shift beliefs, drive launch uptake and build brand loyalty
Situation
Preparing to launch into an established marketplace and anticipating competition soon after launch, the client needed to create demand for their novel vaccine through positive market disruption and product differentiation
Approach
Needing close collaboration with the client, creative agency and brand consultancy teams, we developed agile and iterative research phases with relevant stakeholders to develop, test and refine positioning ideas
Outcome
A co-created and validated brand positioning, which drove the development of a suite of aligned market-shaping and branded launch campaign elements designed to deliver against specific key performance indicators (KPIs)
