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Patient Dyad: A Case Study

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So our research uncovers a larger, more important role for the brand by evoking differentiating, emotional reactions that lead to game-changing messaging
We reach beyond just their professional opinions and connect with them on a person-to-person level
We deploy a respectful and human-centered approach when talking to physicians, nurses and other heath care professionals
The Plan:

PHYSCIAN IDIS: Conduct online video IDIs with senior physicians to understand if the new branding reflected what they felt like were the best aspects of their fields and the healthcare system.

NURSE DYADS: Speak with nurses to ensure that they connect with and support the new vision for the healthcare system.

SUPPORT STAFF WORKSHOP: Bring together key staff to discuss and refine the vision of the new healthcare system.
The …show more content…
Then, the Physicians are shown concepts to understand what type of Patient they think the ads would motivate and to identify any red flags in the concept.

Patient Dyads: Explore marketing concepts over an in-depth three-person conversation to understand if the advertising is emotionally compelling, relevant, and motivating.
The Challenge: A brand preparing to launch a game-changing medication for migraine suffers wanted to ensure that their branding and advertising were differentiating and memorable versus other similar treatments that were scheduled to hit market around the same time. A crucial component in the marketing plan is making sure that communications funneled the appropriate Patients to ask for the treatment and that Physicians were receptive to Patient requests.
The Plan:

HCP IDIS: Conduct international online video with Oncologists and one oncology nurse from the US, France, and the UK to understand how they treat Patients and gauge reactions to product

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