Optimising brand positioning by understanding deep-rooted, emotional drivers of treatment decisions and brand loyalty

The challenge

Especially given population sizes in rare diseases, when treatments occupy the same space, it is key to understand how healthcare professionals choose between the options at their disposal. Our client approached us with this specific challenge.

The solution

We conducted patient research in a rare disease, to unearth:

  1. the rational and emotional drivers of treatment choice
  2. the brand loyalty between two competing drugs
  3. how HCPs prefer to interact with pharmaceutical companies

Using an innovative, metaphor-driven methodology, we explored the deep-rooted emotional drivers of treatment decisions and brand loyalty, beyond rational factors. Harnessing these insights, we produced clear, actionable recommendations to help our client position and communicate their brand.