| Organisation |
LARGE AUSTRALIAN PHARMACEUTICAL COMPANY |
| Type of Study |
Development & refinement of a print advertising campaign |
| The problem or opportunity |
To develop an effective ad campaign for a therapy for a 'sensitive' health condition in a highly competitive market |
| Approach |
An iterative "drill down" approach:
- Exploratory group discussions with GPs to refine preferred positioning
- Perception Analyzer™ groups to assess impact & take-out of alternative ad concepts (several iterations)
- Road testing of selected concept in real life setting (GP reading medical magazine in the surgery)
|
| Result |
An exceptionally effective campaign (talked about years later) that communicated the preferred positioning & gave our client the "high ground" |
