the client

Multinational company working in the pharmaceutical industry. Positioned as a leading company in Europe and Italy, they rank amongst the largest worldwide. 

the need

To evaluate the potential market entry volume of two drug formulations for the treatment of asthma and chronic bronchitis. To define the best communication strategy for the launch of the new formulations in terms of content, reasons why, tonality, language.

details

Evaluation of the potential market entry volume, of the positioning and of the communication strategy for the launch of a new drug formulation for the treatment of asthma and chronic bronchitis.

Based on a first qualitative - creative phase, consisting of focus groups with general practitioners and lung specialists, a preliminary check of the new formulations was made followed by the fine-tuning of two different communication concepts.

Subsequently, through in-depth interviews with general practitioners and specialists (lung specialists and allergists) we evaluated the drug perception and the decision-making processes that lead to choose a specific treatment; eventually we probed the potential of the two communication concepts. 

Finally, through an extensive phase based on face to face interviews, besides measuring the first phase’s findings, it was possible “to quantify” the market potential of the two drug formulation hypotheses. We got a final estimate of the “share of preference” the drug might record in its target market based on the two new formulations.