The brand (Brand X) that established the category of treatment for a specific cancer diagnosis had lost market share to two new entries. The brand team wanted a fresh approach.
The new entries were thought to be more potent than Brand X, but Brand X believed it could benefit from its long track record of being well tolerated over time and therefore emphasize being in the “sweet spot” of efficacy with few side effects.
The Research Plan
A set of in-depth interviews with prescribers: some loyal to Brand X, some using the rivals. The respondents were shown several stimuli communicating the hypothesized “sweet spot” positioning.