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Case Study

Positioning oncology brands to motivate customers and drive changes in beliefs and behaviour

Positioning Research

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Primary methodology

Qualitative research moderated by experienced positioning experts

Key project personnel

Mike Pepp and Lisa Heideman are our Directors with expertise in complex positioning

Timeline

2 month ‘deep dive’ to identify unmet needs the positioning can address 3 months for qualitative positioning test and refinement

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Key ‘touchpoints’

  1. Deep dive into unmet needs; use sentiment analysis to interrogate previous research to highlight hidden truths and key words /language/ themes
  2. Positioning workshop: align on your brand’s potential to satisfy target customers’ needs, generate a range of positioning options
  3. Internal ‘stakeholder buy in’ research (15-minute discussions with key internal stakeholders): identify ‘no go’ positionings and ‘misalignments' to resolve before testing (ensuring powerful positionings aren’t rejected due to poor execution)
  4. Weekly feedback– What changes in belief / behavior does each positioning achieve? Opportunities to optimize positionings
  5. Full report highlighting the consequences of each positioning and development opportunities, a digital infographic to capture key learnings
  6. A virtual workshop using respondent verbatim and workmats to explore the findings, agree actions, timeline and accountability
  7. Re-test optimized positioning with a small number of respondents – ensuring positioning challenges and reshapes beliefs and behavior to maximize brand success

Positioning to drive new treatment and referral pathways in melanoma

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Background

Our client was launching a locally-injectable immunotherapy for melanoma, using a genetically modified viral vector. Treatment would be provided by surgeons in the US, and med-oncs or derm-oncologists in EU markets.

Business challenge for our client

Our client needed to ensure a positioning able to motivate different stakeholders to change their current treatment approaches, review established referral and patient management processes/habits and overcome the logistical constraints imposed by a viral vector. The positioning needed to convey the potential for systemic effect using a locally administered therapy – a challenging concept for both surgeons and oncologists.

Commercial output

Blueprint Partnership worked closely with the client team and their branding agency to develop and refine a positioning that activated target HCPs in appropriate centres.

A positioning that highlighted the brand’s key strengths – allowing a messaging strategy to motivate customers

  • Focus on the potential for response in unresectable patients and activity beyond the area that could be resected

Incorporating key ‘sticky’ phrases – memorable, highly resonant and able to shape beliefs & activities

  • Distinct hooks and language for oncologists and surgeons – building from their respective viewpoints to shape a consistent understanding of the brand and its value for patients