Case Study:

Making a hero of the prescriber

Unlocking deep drivers of prescribing behaviour

The issue

Our client launched a new treatment for heart failure with measurable mortality and hospitalization benefits. Despite proven efficacy, adoption by the medical community had been slow. Market research showed that doctors understood and recognized the benefits of the new therapy but would only prescribe it as a ‘last option’.

What We did

Extended Hidden Depth interviews with specialists, helped explore the issues that were explicitly related to the condition/treatment. However, we also went deeper to explore hidden motivations using abstract concepts. Analysis included semiotics and drew upon literature around death and mortality. A range of psychogenic techniques revealed deeper barriers, beyond the superficial reasons identified in prior research.

The outcome

Realizing that doctors, not the drug, should be the ‘hero’ of the brand story led to a complete reorientation within heart failure. A more subtle creative platform was adopted with a shift from the drug to a physician-centric perspective that highlighted the complexities of the disease as well as the crucial role of the physician.
About Hall & Partners

Hall & Partners is a global insight agency that specialises in quantitative and qualitative market research, data analytics and strategic consultancy. 

We provide brand performance tracking, customer segmentations, customer and brand experience, predictive modelling, insight engagement platforms, as well as communications and advertising strategy. This is in addition to our award-winning insight platform, The Hub.

Our global team help brands, businesses and organisations in the Americas, Africa, Asia, Europe, and the Middle East inspire growth. Together, we utilise over three decades of insight expertise to solve the toughest branding, marketing, communications, and innovation challenges for our clients.

Hall & Partners is a part of Omnicom’s Communications Consultancy Network.

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