A global pharmaceutical company had developed a novel delivery system to better serve patients living with respiratory conditions, such as asthma and COPD. The devices include technology that monitors patient activity and provides data that can be shared with their physician. A compelling marketing campaign was needed to inform both patients and physicians about the product.
HawkPartners was engaged to evaluate communications that would serve as the basis of all global promotional initiatives for the product. We started by exploring reactions to a variety of campaign materials among asthma patients, nurses, physicians and payers in the US, Canada, UK, Germany and Spain. We tested visuals, headlines, sub-copy and taglines for both a branded and unbranded campaign. Then, we developed a shortlist of messages that best convey the benefits of the new delivery system, along with recommendations for improvements. We also identified the most compelling story flow, and key differences between respondent types and across country markets.
HawkPartners’ research helped the client more effectively communicate how the technology actually worked, which was essential for users to fully understand its benefits. Based on the research, the client was able to develop promotional materials targeted at specific patient and healthcare provider segments that will drive early product adoption.