The launch of our client’s new brand resulted in surprisingly lack-lustre results in the first few months. Despite benefiting from clinical data that was superior to existing drugs in the category, there was low enthusiasm among specialists who continued to prescribe older therapies, relegating the new treatment to a last-line status.
WHAT WE DID
Our hidden-depths methodology uncovered a range of physician drivers and barriers, with factors ranging from the self-reflective to the symbolic and unconscious. The three-hour interview process utilised psycho-analytic techniques at home and in the office.
The ‘opportunity cost’ for switching treatment was very high compared to the ‘perceived benefit’. A new customer-centric communications platform was generated, incorporating hidden motivators and emotional benefits, and removing flaws that alienated physicians.