Case Studies

Case study: Identifying opportunities

Context:

Insight:

Impact of fatigue often dismissed by HCPs and not fully appreciated by all client stakeholders
Seeing and hearing first hand the wide ranging impact on the patients’
everyday lives gave our client a new perspective into the patients’ world and challenged their perceptions
Recognition of new value drivers for physicians and payors

Impact:

Context:

Our client’s established brand was flatlining
They wanted a new angle to re-inject some life and fire-up a rather deflated sales force
We ran creative space workshops and discourse analysis

Insight:

Research highlighted the lack of certainty in the therapy area
Physicians felt insecure due to limited definitive data and challenging
patients
There was a need to create a certainty and solidity around the brand
A workshop drew on how other brands had successfully delivered this
(consumer and pharma) and developed a multichannel strategy

Impact:

The sales force rallied behind a clear strategy and felt motivated through having a clear need to meet
The brand saw an uplift in sales

Context:

Two ad concepts were taken into research
Little difference seen between concepts during initial traditional research
The decision was politically charged – with differences in opinion about
which would perform best in the real world
There was a need to evaluate the concepts in a different way – interviews
were supplemented with evaluation of customers’ neurophysiological response (GSR, heart rate, EEG) and implicit brand associations to each concept

Insight:

Demonstrated clear winner in terms of emotional engagement and implicit
brand associations

Impact:

If you’d like to find out how Narrative Health can help your business, or if you have a project you’d like to talk to us about, please get in touch.

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Narrative Health LLC
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USA

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