A LEADER IN PHARMA AND HEALTHCARE

Delivering a winning Positioning

One of pharma's most innovative companies needed a unique positioning for their oncology biosimilars franchise. The luxury of exclusivity was replaced with multiple companies selling copies of the same originator drug to the same oncologists, many of whom were already skeptical about them. Time was not our friend, but we knew just what to do.

We didn't start with research, but rather our instincts, street smarts, and deep background, workshopping the problem to craft smart, precise positioning platforms. We then used the S+R Behaviorlmpact™ to interrogate these platforms with oncologists, iterating and generating refinements in real time. By the following week, we had prescribing and volumetric data that generated a unanimous verdict on the one platform that was ready for prime time.

finding the reasons to care

Despite having vastly superior efficacy versus the predominant standard of care, a new hematology drug was getting a cool reception from doctors. Sales reps led with the facts but failed to make a dent. We had a hunch: reasons to believe aren't worth much if you don't have a reason to care about them.

Getting inside this required more than Q&A, so we set up a great debate between fans on both sides, listening for the arguments & frames that tipped the scales in our favor. Lo and behold, our suspicions were confirmed, and an opportunity was revealed to frame the facts with feeling. In the end, what started as a potential failure became a rousing success.