Healthcare
___________Image tracking, positioning and positioning engineering of a treatment in Egypt, Nigeria and Senegal
INITIAL SITUATION
The market for the pathology in question is constantly changing due to the introduction of new treatments and, also, the appearance of biosimilars. Our client needed to understand how the new launches would modify doctors' prescribing habits and define how to differentiate their treatments in each country and with the different medical specialties that treat the pathology.
METHODOLOGY
PHASE 01
Qualitative deepening to obtain relevant insights in order to explore the image of the main treatments on the market.
PHASE 02
In a second stage we use statistical techniques to understand the image and positioning of each brand. About
Based on the insights detected, territories and image attributes were defined
and positioning that helped the communication strategy of the new launches and the connection with the
prescriber target.
To ensure winning solutions (in terms of communication) in each tracking, tools are developed that allow simulating the positioning that the treatment achieves with the different messages communicated.
OBJECTIVES AND RESULTS
Longitudinal analysis of the evolution of the image and positioning of the current offer and changes due to new launches in each country.
Identification of the main benefits sought, both on a rational and emotional level, that determine the ideal treatment scenario.
Design of the communication strategy in the short and medium term and implementation of the necessary changes to optimize it over time.
