The client is a global pharmaceutical company. They are looking to develop a new corporate brand identity to support their evolving strategy. They would like to test the creative routes and taglines for its chosen brand strategy route with external HCPs to ensure that they resonate and work together to support the strategy of their corporate brand.

Research Objectives

The objective for this research are:

• Gain insight into two potential creative routes for the preferred brand strategy route. In detail:
• Evaluating the communication strength of each creative route
• Evaluating the emotional potency of each creative route
• Evaluating the distinctiveness of each creative route
• Assessing non-pharma associations for each creative route
• Providing guidance on creative optimisation and preferred creative route

Approach

The study was conducted through virtual in-depth interviews with 10 respondents, from the following specialities: Oncologists, Respiratory Specialists, Infectious Disease Specialists, Rheumatologists.