The challenge
When new, compelling data emerged, an established epilepsy treatment needed a refreshed story. The core brand narrative wouldn’t change, but there were several ways the new product benefit could be added and integrated into the existing messaging. With 25 current messages and a potential 40 new messages, we had a lot to sift through.
It wasn’t just about which messages. We knew we needed to understand the dynamics of how and where these new ideas could live within the current story to have the greatest impact.
The method
We chose to flip the script and conduct quant before qual to first narrow the set, then build the story.
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A “whittling” survey: The most efficient, reliable way to narrow our set of ideas was a quant MaxDiff and TURF analysis. There was a clear hierarchy of messages and an interesting mix of current and new that rose to the top.
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Qualitative interviews: We entered with confidence in a tighter set of potential messages, so our IDIs could focus more on story-building and overall impact rather than tedious prioritization exercises.
The impact
We constructed a compelling story that wove in the new messages in a way that enhanced the overarching story and brand’s positioning. Reps are equipped with this revised story and the critical objection handlers uncovered along the way.
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