A major global pharmaceutical company was launching a new drug at the same time that several of its competitors were doing the same. The company wanted to create a stronger value proposition with end users (patients) to differentiate their product. Yet, previous marketing and research efforts focused primarily on an intermediary audience (physicians) and primarily on benefits the product offered, not services.
How could the brand create value-added services to complement the product, differentiate itself, and create long-term loyalty?
Conducted an anthropological research study, listening to patients tell how their particular disease affected them and their lives.
Uncovered a wealth of insights about the emotional, physical, and psychological challenges patients encountered in dealing with the effects of the disease everyday.
Created innovative concepts for services the company could offer, that were complementary to the new drug, to help patients manage the disease and improve their quality of life—thus creating value in this drug over competitors’ products.