Market Development & Brand Narrative for a Therapeutic Client
Industry:
Corporate Communications, Pharmaceuticals and Biotech
Offering:
Market Development, Branding
Challenge
Preparing to enter into a new therapeutic territory, our client needed a core narrative developed to support speaking with one voice to multiple stakeholders across internal and external communications globally. This unified voice needed to emphasize the clinical and economic benefits of treating a specific patient sub-population for NASH (liver disease). Market development research was conducted to better understand the therapeutic environment and create the narrative and messaging needed to effectively prime the market in support of a successful product launch.
Approach
Discover
Gathered and assessed relevant research and resources on file
Met with cross-functional representatives to secure input on stakeholder POVs and needs/gaps in understanding; workshopped stakeholder perceptions, barriers and potential benefits
Develop
- Drafted straw man narrative; pressure tested internally
- Tested narrative via qualitative research with healthcare providers, payers, policymakers, and patients to deepen understanding of beliefs and barriers, gain insights and feedback on narrative themes, assess evidence and support needed to achieve desired calls to action, and understand communications dos and don’ts
Activate
Developed a core brand narrative and accompanying rollout guide summarizing the company’s NASH market development POV:
- Narrative (the NASH story)
- Lexicon
- Key data points and citations
Results
Core narrative and lexicon was rolled out across countries to support consistent internal and external communications about the company and NASH across stakeholders.
