The Challenge:
Develop positioning and messaging for a new drug concept.

The Approach:
Employ a mix of conventional and psychological message development techniques that achieve a range of objectives. First, we defined the true meanings of words used by physicians in describing the category – there were up to twelve separate meanings for simple words like "efficacy" and "safety." Then we worked with physicians to reconstruct a positioning and a message structure that linked the new drug type to their existing experience in ways that were compelling and unambiguous.

The Result:
A very cost and time effective project that developed a positioning and messaging structure that was precisely understood by the great majority of physicians in the market.