{"id":987511236,"date":"2025-03-13T14:33:24","date_gmt":"2025-03-13T14:33:24","guid":{"rendered":"https:\/\/branding-science.com\/?page_id=987511236"},"modified":"2025-04-15T13:28:28","modified_gmt":"2025-04-15T13:28:28","slug":"etude-de-cas-reconceptualiser-latus-mondial-en-tant-quarbre-a-dons","status":"publish","type":"page","link":"https:\/\/branding-science.com\/fr\/etude-de-cas-reconceptualiser-latus-mondial-en-tant-quarbre-a-dons\/","title":{"rendered":"\u00c9tude de cas : Reconceptualiser les UAT mondiales en tant qu'arbre \u00e0 cadeaux"},"content":{"rendered":"

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Case study –<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” header_font_size=”55px” header_line_height=”1.2em” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” custom_margin=”30px||0px||false|false” custom_padding=”||0px||false|false” header_font_size_tablet=”55px” header_font_size_phone=”45px” header_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

Reconceptualizing global ATUs as a Giving Tree: <\/b><\/span>How we extended the value and ROI for a rare disease launch insights and brand team<\/b><\/h1>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” header_2_font=”|300|||||||” header_2_font_size=”25px” custom_margin=”||0px||false|false” custom_padding=”30px||||false|false” text_orientation_tablet=”left” text_orientation_phone=”left” text_orientation_last_edited=”on|tablet” global_colors_info=”{}”]<\/p>\n

This case study was written by:<\/h2>\n

[\/et_pb_text][et_pb_divider color=”#edb22e” divider_weight=”3px” _builder_version=”4.27.0″ _module_preset=”default” custom_margin=”30px||||false|false” custom_padding=”||0px||false|false” global_colors_info=”{}”][\/et_pb_divider][\/et_pb_column][et_pb_column type=”2_5″ module_class=”vertical-align” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_2″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” header_2_font=”|300|||||||” header_2_font_size=”25px” custom_margin=”||0px||false|false” custom_padding=”||10px||false|false” text_orientation_tablet=”left” text_orientation_phone=”center” text_orientation_last_edited=”on|tablet” locked=”off” global_colors_info=”{}”]<\/p>\n

David Spears<\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Roboto|300|||||||” header_4_font=”Roboto||||||||” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

President, US<\/p>\n

Branding Science Group<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” header_2_font=”|300|||||||” header_2_font_size=”25px” custom_margin=”||0px||false|false” custom_padding=”||10px||false|false” text_orientation_tablet=”center” text_orientation_phone=”center” text_orientation_last_edited=”on|tablet” locked=”off” global_colors_info=”{}”]<\/p>\n

Nicole Thomas<\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Roboto|300|||||||” header_4_font=”Roboto||||||||” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

Senior Director, Head of Quant Research<\/span><\/p>\n

Branding Science Group<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.27.0″ _module_preset=”default” background_color=”#FFFFFF” background_enable_image=”off” background_size=”custom” background_image_width=”20%” background_position=”center_right” custom_padding=”100px||69px||false|false” custom_padding_tablet=”100px||70px||false|false” custom_padding_phone=”75px||75px||false|false” bottom_divider_style_tablet=”curve” bottom_divider_style_phone=”curve” bottom_divider_style_last_edited=”on|tablet” bottom_divider_height_tablet=”35px” bottom_divider_height_phone=”35px” bottom_divider_height_last_edited=”on|tablet” background_last_edited=”on|desktop” background_enable_image_tablet=”off” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ disabled_on=”on|off|off” _builder_version=”4.27.0″ _module_preset=”default” custom_margin=”||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”1_2″ module_class=”vertical-align” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_class=”vertical-align” _builder_version=”4.27.0″ _module_preset=”default” header_2_font_size=”40px” header_3_font_size=”40px” header_3_line_height=”1.2em” custom_margin=”||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

The Challenge<\/strong><\/h2>\n

[\/et_pb_text][et_pb_divider color=”#edb22e” divider_weight=”3px” _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”30px||30px||false|false” custom_padding=”||0px||false|false” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Roboto|300|||||||” header_4_font=”Roboto||||||||” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

Our client acquired a promising, novel cardiovascular asset with a pivotal phase 3 trial readout coming late in 2022. After receiving positive results and an accelerated approval timeline, the race was on to build a comprehensive launch plan in just over a year \u2013 so the traditional approach of conducting sequential, distinct marketing research studies was simply not feasible. Further complicating matters was the fact that the condition is a very rare disease, afflicting only about 70,000 people in the US and Europe \u2013 so identifying, recruiting and engaging with treating physicians (and patients) posed another obstacle to overcome.<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Roboto|300|||||||” header_4_font=”Roboto||||||||” custom_margin=”||0px||false|false” custom_padding=”75px||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

The customer insights generation plan needed to accomplish three things:<\/strong><\/h5>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ module_class=”vertical-align” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Countdown-Illustration.png” title_text=”Countdown-Illustration” align=”right” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ make_equal=”on” disabled_on=”on|off|off” _builder_version=”4.27.0″ _module_preset=”default” custom_margin=”||0px||false|false” custom_padding=”25px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”1_3″ module_class=”vertical-align” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][dnxte_step_flow dnxte_use_image=”on” dnxte_badge_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Case-Study-1.png” dnxte_stepflow_alignment=”center” dnxte_stepflow_description=”<\/p>\n

Execute projects with a lean budget on very fast timelines \u2013 generating cumulative insight at a rapid pace.<\/p>\n

” dnxte_direction_style=”dashed” dnxte_direction_color=”gcid-29b9e2e3-f35b-4413-98fd-2b471f83c748″ dnxte_direction_offsettop=”100px” dnxte_badge_bg_color=”RGBA(255,255,255,0)” dnxte_circle_size=”11px” dnxte_circle_bg_color=”RGBA(255,255,255,0)” disabled_on=”on|on|off” _builder_version=”4.27.0″ _module_preset=”default” header_font=”–et_global_heading_font|700||on|||||” header_text_color=”#182a39″ header_font_size=”28px” body_font=”–et_global_body_font|300|||||||” body_text_color=”#182a39″ border_color_all_badge_style=”RGBA(255,255,255,0)” global_colors_info=”{%22gcid-29b9e2e3-f35b-4413-98fd-2b471f83c748%22:%91%22dnxte_direction_color%22%93}”][\/dnxte_step_flow][dnxte_step_flow dnxte_use_image=”on” dnxte_badge_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Case-Study-1.png” dnxte_stepflow_alignment=”center” dnxte_stepflow_description=”<\/p>\n

Execute projects with a lean budget on very fast timelines \u2013 generating cumulative insight at a rapid pace.<\/p>\n

” dnxte_use_direction=”off” dnxte_badge_bg_color=”RGBA(255,255,255,0)” dnxte_circle_size=”11px” dnxte_circle_bg_color=”RGBA(255,255,255,0)” disabled_on=”on|off|on” _builder_version=”4.27.0″ _module_preset=”default” header_font=”–et_global_heading_font|700||on|||||” header_text_color=”#182a39″ header_font_size=”28px” body_font=”–et_global_body_font|300|||||||” body_text_color=”#182a39″ border_color_all_badge_style=”RGBA(255,255,255,0)” global_colors_info=”{}”][\/dnxte_step_flow][\/et_pb_column][et_pb_column type=”1_3″ module_class=”vertical-align” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][dnxte_step_flow dnxte_use_image=”on” dnxte_badge_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Case-Study-2.png” dnxte_stepflow_alignment=”center” dnxte_stepflow_description=”<\/p>\n

Reach practitioners in 9 (and eventually 17) markets \u2013 as multiple brand launches were expected to proceed quickly.<\/p>\n

” dnxte_direction_style=”dashed” dnxte_direction_color=”gcid-29b9e2e3-f35b-4413-98fd-2b471f83c748″ dnxte_direction_offsettop=”100px” dnxte_badge_bg_color=”RGBA(255,255,255,0)” dnxte_circle_size=”11px” dnxte_circle_bg_color=”RGBA(255,255,255,0)” disabled_on=”on|on|off” _builder_version=”4.27.0″ _module_preset=”default” header_font=”–et_global_heading_font|700||on|||||” header_text_color=”#182a39″ header_font_size=”28px” body_font=”–et_global_body_font|300|||||||” body_text_color=”#182a39″ border_color_all_badge_style=”RGBA(255,255,255,0)” global_colors_info=”{%22gcid-29b9e2e3-f35b-4413-98fd-2b471f83c748%22:%91%22dnxte_direction_color%22%93}”][\/dnxte_step_flow][dnxte_step_flow dnxte_use_image=”on” dnxte_badge_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Case-Study-2.png” dnxte_stepflow_alignment=”center” dnxte_stepflow_description=”<\/p>\n

Reach practitioners in 9 (and eventually 17) markets \u2013 as multiple brand launches were expected to proceed quickly.<\/p>\n

” dnxte_use_direction=”off” dnxte_badge_bg_color=”RGBA(255,255,255,0)” dnxte_circle_size=”11px” dnxte_circle_bg_color=”RGBA(255,255,255,0)” disabled_on=”on|off|on” _builder_version=”4.27.0″ _module_preset=”default” header_font=”–et_global_heading_font|700||on|||||” header_text_color=”#182a39″ header_font_size=”28px” body_font=”–et_global_body_font|300|||||||” body_text_color=”#182a39″ border_color_all_badge_style=”RGBA(255,255,255,0)” global_colors_info=”{}”][\/dnxte_step_flow][\/et_pb_column][et_pb_column type=”1_3″ module_class=”vertical-align” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][dnxte_step_flow dnxte_use_image=”on” dnxte_badge_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Case-Study-3.png” dnxte_stepflow_alignment=”center” dnxte_stepflow_description=”<\/p>\n

Build a robust dataset of quality respondents from the jump that could be easily repurposed over time for multiple needs.<\/p>\n

” dnxte_use_direction=”off” dnxte_badge_bg_color=”RGBA(255,255,255,0)” dnxte_circle_size=”11px” dnxte_circle_bg_color=”RGBA(255,255,255,0)” disabled_on=”on|on|off” _builder_version=”4.27.0″ _module_preset=”default” header_font=”–et_global_heading_font|700||on|||||” header_text_color=”#182a39″ header_font_size=”28px” body_font=”–et_global_body_font|300|||||||” body_text_color=”#182a39″ border_color_all_badge_style=”RGBA(255,255,255,0)” global_colors_info=”{}”][\/dnxte_step_flow][dnxte_step_flow dnxte_use_image=”on” dnxte_badge_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Case-Study-3.png” dnxte_stepflow_alignment=”center” dnxte_stepflow_description=”<\/p>\n

Build a robust dataset of quality respondents from the jump that could be easily repurposed over time for multiple needs.<\/p>\n

” dnxte_use_direction=”off” dnxte_badge_bg_color=”RGBA(255,255,255,0)” dnxte_circle_size=”11px” dnxte_circle_bg_color=”RGBA(255,255,255,0)” disabled_on=”on|off|on” _builder_version=”4.27.0″ _module_preset=”default” header_font=”–et_global_heading_font|700||on|||||” header_text_color=”#182a39″ header_font_size=”28px” body_font=”–et_global_body_font|300|||||||” body_text_color=”#182a39″ border_color_all_badge_style=”RGBA(255,255,255,0)” global_colors_info=”{}”][\/dnxte_step_flow][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_6,1_6,1_6″ make_equal=”on” disabled_on=”off|on|on” _builder_version=”4.27.0″ _module_preset=”default” custom_margin=”||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”1_2″ module_class=”vertical-align” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_class=”vertical-align” _builder_version=”4.27.0″ _module_preset=”default” header_2_font_size=”40px” header_3_font_size=”40px” header_3_line_height=”1.2em” custom_margin=”||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

The Challenge<\/strong><\/h2>\n

[\/et_pb_text][et_pb_divider color=”#edb22e” divider_weight=”3px” _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”30px||30px||false|false” custom_padding=”||0px||false|false” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Roboto|300|||||||” header_4_font=”Roboto||||||||” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

Our client acquired a promising, novel cardiovascular asset with a pivotal phase 3 trial readout coming late in 2022. After receiving positive results and an accelerated approval timeline, the race was on to build a comprehensive launch plan in just over a year \u2013 so the traditional approach of conducting sequential, distinct marketing research studies was simply not feasible. Further complicating matters was the fact that the condition is a very rare disease, afflicting only about 70,000 people in the US and Europe \u2013 so identifying, recruiting and engaging with treating physicians (and patients) posed another obstacle to overcome.<\/p>\n

[\/et_pb_text][et_pb_image src=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Countdown-Illustration.png” title_text=”Countdown-Illustration” align=”right” _builder_version=”4.27.0″ _module_preset=”default” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding_tablet=”” custom_padding_phone=”25px||25px||false|false” custom_padding_last_edited=”on|phone” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Roboto|300|||||||” header_4_font=”Roboto||||||||” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

The customer insights generation plan needed to accomplish three things:<\/strong><\/h5>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ module_class=”vertical-align” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Case-Study-1.png” title_text=”Case-Study-1″ align=”center” _builder_version=”4.27.0″ _module_preset=”default” width_tablet=”” width_phone=”30%” width_last_edited=”on|phone” max_width_tablet=”” max_width_phone=”100%” max_width_last_edited=”on|phone” custom_padding=”||0px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Roboto|300|||||||” text_text_color=”#182a39″ custom_margin=”10px|0px||0px|false|false” custom_padding=”|0px||0px|false|false” global_colors_info=”{}”]<\/p>\n

Execute projects with a lean budget on very fast timelines \u2013 generating cumulative insight at a rapid pace.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ module_class=”vertical-align” _builder_version=”4.27.0″ _module_preset=”default” custom_padding=”25px||||false|false” global_colors_info=”{}”][et_pb_image src=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Case-Study-2.png” title_text=”Case-Study-2″ align=”center” _builder_version=”4.27.0″ _module_preset=”default” width_tablet=”” width_phone=”30%” width_last_edited=”on|phone” max_width_tablet=”” max_width_phone=”100%” max_width_last_edited=”on|phone” custom_padding=”||0px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Roboto|300|||||||” text_text_color=”#182a39″ custom_margin=”10px|0px||0px|false|false” custom_padding=”|0px||0px|false|false” global_colors_info=”{}”]<\/p>\n

Reach practitioners in 9 (and eventually 17) markets \u2013 as multiple brand launches were expected to proceed quickly.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_6″ module_class=”vertical-align” _builder_version=”4.27.0″ _module_preset=”default” custom_padding=”25px||||false|false” global_colors_info=”{}”][et_pb_image src=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Case-Study-3.png” title_text=”Case-Study-3″ align=”center” _builder_version=”4.27.0″ _module_preset=”default” width_tablet=”” width_phone=”30%” width_last_edited=”on|phone” max_width_tablet=”” max_width_phone=”100%” max_width_last_edited=”on|phone” custom_padding=”||0px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Roboto|300|||||||” text_text_color=”#182a39″ custom_margin=”10px|0px||0px|false|false” custom_padding=”|0px||0px|false|false” global_colors_info=”{}”]<\/p>\n

Build a robust dataset of quality respondents from the jump that could be easily repurposed over time for multiple needs.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.27.0″ _module_preset=”default” background_color=”gcid-c70bd507-5e1a-4b2c-b806-554e6a02bcce” width=”100%” custom_padding=”200px||150px||false|false” custom_padding_tablet=”140px||140px||true|false” custom_padding_phone=”140px||140px||true|false” top_divider_style=”curve” top_divider_color=”#FFFFFF” top_divider_height=”60px” top_divider_height_tablet=”30px” top_divider_height_phone=”30px” top_divider_height_last_edited=”on|desktop” bottom_divider_height=”60px” bottom_divider_flip=”vertical” background_enable_image_tablet=”off” global_colors_info=”{%22gcid-9038a7f3-ee3f-4d61-9801-7c1fd865d42b%22:%91%22top_divider_color%22%93,%22gcid-c70bd507-5e1a-4b2c-b806-554e6a02bcce%22:%91%22background_color%22%93}”][et_pb_row make_equal=”on” _builder_version=”4.27.0″ _module_preset=”default” max_width=”2560px” custom_padding=”0px||0px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ module_class=”vertical-align” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_class=”vertical-align” _builder_version=”4.27.0″ _module_preset=”default” header_2_font_size=”40px” header_3_text_color=”#FFFFFF” header_3_font_size=”40px” header_3_line_height=”1.2em” custom_margin=”||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

OUR APPROACH \u2013 Transforming a global ATU into the Giving Tree<\/b><\/h3>\n

[\/et_pb_text][et_pb_divider color=”#edb22e” divider_weight=”3px” _builder_version=”4.27.0″ _module_preset=”default” width=”65%” module_alignment=”center” custom_margin=”30px||30px||false|false” custom_padding=”||0px||false|false” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Roboto|300|||||||” text_text_color=”#FFFFFF” width=”80%” module_alignment=”center” custom_margin=”10px||0px||false|false” custom_padding=”||30px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

We were initially commissioned by our client to execute a thoughtfully designed global ATU. Our remit was to maximize the value of what ATUs typically deliver, which we accomplished through:<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.0″ _module_preset=”default” max_width=”1600px” height=”700px” custom_padding=”50px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][dnxte_coverflowslider_parent dnxte_coverflow_autoplay_show_hide=”off” dnxte_coverflow_auto_height=”on” dnxte_coverflow_speed=”900″ dnxte_coverflow_spacebetween=”150″ dnxte_coverflow_arrows=”on” dnxte_coverflow_arrow_color=”gcid-29b9e2e3-f35b-4413-98fd-2b471f83c748″ dnxte_coverflow_arrow_background_color=”RGBA(255,255,255,0)” dnxte_coverflow_dots_color=”#fbf0d5″ dnxte_coverflow_dots_active_color=”#edb22e” dnxte_coverflow_arrow_size=”61″ _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#FFFFFF” content_font_size=”18px” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” border_radii=”on|20px|20px|20px|20px” border_color_all_image_border=”RGBA(255,255,255,0)” global_colors_info=”{%22gcid-29b9e2e3-f35b-4413-98fd-2b471f83c748%22:%91%22dnxte_coverflow_arrow_color%22%93}” custom_padding__hover_enabled=”off|desktop”][dnxte_coverflowslider_child coverflowslider_layouts=”below-image” coverflowslider_content=”<\/p>\n

A robust, global sample of 350 treating physicians<\/strong><\/p>\n

” coverflowslider_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Our-Solution-Icon-1.png” coverflowslider_content_padding=”20px|20px|20px|20px|false|false” _builder_version=”4.27.0″ _module_preset=”default” content_font=”–et_global_body_font|300|||||||” content_text_color=”#FFFFFF” content_font_size=”20px” background_color=”RGBA(255,255,255,0)” background_enable_color=”on” border_radii=”on|20px|20px|20px|20px” border_radii_content=”on|20px|20px|20px|20px” global_colors_info=”{}”][\/dnxte_coverflowslider_child][dnxte_coverflowslider_child coverflowslider_layouts=”below-image” coverflowslider_content=”<\/p>\n

Comprehensive global and affiliate-level reporting<\/strong><\/p>\n

” coverflowslider_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Our-Solution-Icon-2.png” coverflowslider_content_padding=”20px|20px|20px|20px|false|false” _builder_version=”4.27.0″ _module_preset=”default” content_font=”–et_global_body_font|300|||||||” content_text_color=”#FFFFFF” content_font_size=”20px” background_color=”RGBA(255,255,255,0)” background_enable_color=”on” border_radii=”on|20px|20px|20px|20px” border_radii_content=”on|20px|20px|20px|20px” global_colors_info=”{}”][\/dnxte_coverflowslider_child][dnxte_coverflowslider_child coverflowslider_layouts=”below-image” coverflowslider_content=”<\/p>\n

Key Driver Analysis to unpack triggers of adoption<\/strong><\/p>\n

” coverflowslider_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Our-Solution-Icon-3.png” coverflowslider_content_padding=”20px|20px|20px|20px|false|false” _builder_version=”4.27.0″ _module_preset=”default” content_font=”–et_global_body_font|300|||||||” content_text_color=”#FFFFFF” content_font_size=”20px” background_color=”RGBA(255,255,255,0)” background_enable_color=”on” border_radii=”on|20px|20px|20px|20px” border_radii_content=”on|20px|20px|20px|20px” global_colors_info=”{}”][\/dnxte_coverflowslider_child][dnxte_coverflowslider_child coverflowslider_layouts=”below-image” coverflowslider_content=”<\/p>\n

Key insights in a creative, digestible video deliverable<\/strong><\/p>\n

” coverflowslider_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Our-Solution-Icon-4.png” coverflowslider_content_padding=”20px|20px|20px|20px|false|false” _builder_version=”4.27.0″ _module_preset=”default” content_font=”–et_global_body_font|300|||||||” content_text_color=”#FFFFFF” content_font_size=”20px” background_color=”RGBA(255,255,255,0)” background_enable_color=”on” border_radii=”on|20px|20px|20px|20px” border_radii_content=”on|20px|20px|20px|20px” global_colors_info=”{}”][\/dnxte_coverflowslider_child][dnxte_coverflowslider_child coverflowslider_layouts=”below-image” coverflowslider_content=”<\/p>\n

An online dashboard to track and share KPI performance<\/strong><\/p>\n

” coverflowslider_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Our-Solution-Icon-5.png” coverflowslider_content_padding=”20px|20px|20px|20px|false|false” _builder_version=”4.27.0″ _module_preset=”default” content_font=”–et_global_body_font|300|||||||” content_text_color=”#FFFFFF” content_font_size=”20px” background_color=”RGBA(255,255,255,0)” background_enable_color=”on” border_radii=”on|20px|20px|20px|20px” border_radii_content=”on|20px|20px|20px|20px” global_colors_info=”{}”][\/dnxte_coverflowslider_child][\/dnxte_coverflowslider_parent][\/et_pb_column][\/et_pb_row][et_pb_row make_equal=”on” _builder_version=”4.27.0″ _module_preset=”default” max_width=”2560px” custom_padding=”0px||0px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ module_class=”vertical-align” _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Roboto|300|||||||” text_text_color=”#FFFFFF” width=”80%” module_alignment=”center” custom_margin=”0px||0px||false|false” custom_padding=”||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

In the meantime, our client discovered that the online HCP community they planned for additional insights was not going to work \u2013\u00a0 <\/span>it would have been too expensive, with long lead times and poor respondent engagement, resulting in low data quality.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.27.0″ _module_preset=”default” background_color=”gcid-affb96db-4536-44ec-8ea1-e6296ca09b5e” background_enable_image=”off” background_size=”custom” background_image_width=”30%” background_position=”center_right” background_horizontal_offset=”10%” custom_padding=”100px||100px||false|false” top_divider_style=”curve” top_divider_color=”RGBA(255,255,255,0)” top_divider_height=”60px” top_divider_flip=”vertical” top_divider_height_tablet=”30px” top_divider_height_phone=”30px” top_divider_height_last_edited=”on|tablet” bottom_divider_style=”curve” bottom_divider_color=”RGBA(255,255,255,0)” bottom_divider_height=”60px” bottom_divider_height_tablet=”30px” bottom_divider_height_phone=”30px” bottom_divider_height_last_edited=”on|desktop” background_last_edited=”on|tablet” background_enable_image_tablet=”off” global_colors_info=”{%22gcid-affb96db-4536-44ec-8ea1-e6296ca09b5e%22:%91%22background_color%22%93}”][et_pb_row make_equal=”on” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ module_class=”vertical-align” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text content_tablet=”<\/p>\n

As a result of our partnership with this product\u2019s brand and insights teams and their activation of our recommendations, their brand has grown dramatically in the past year alone. The strategy built for adolescents and caregivers was activated with marketing and support tactics to propel overall growth and the brand keeps growing!<\/strong><\/p>\n

” content_phone=”<\/p>\n

As a result of our partnership with this product\u2019s brand and insights teams and their activation of our recommendations, their brand has grown dramatically in the past year alone. The strategy built for adolescents and caregivers was activated with marketing and support tactics to propel overall growth and the brand keeps growing!<\/strong><\/p>\n

” content_last_edited=”on|phone” _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#FFFFFF” text_font_size=”22px” text_line_height=”1.2em” header_2_font=”||||||||” header_2_font_size=”40px” custom_margin=”||0px||false|false” text_font_size_tablet=”27px” text_font_size_phone=”27px” text_font_size_last_edited=”on|desktop” header_font_size_tablet=”” header_font_size_phone=”27px” header_font_size_last_edited=”on|phone” header_2_font_size_tablet=”40px” header_2_font_size_phone=”27px” header_2_font_size_last_edited=”on|desktop” locked=”off” global_colors_info=”{}”]<\/p>\n

We brainstormed solutions and thus, the Giving Tree was born. We unlocked value from our robust, high quality ATU dataset to re-engage with respondents, addressing evolving business needs before and after launch:<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ next_background_color=”#FFFFFF” _builder_version=”4.27.0″ _module_preset=”default” background_color=”gcid-9038a7f3-ee3f-4d61-9801-7c1fd865d42b” background_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Giving-Tree-Illustration.png” background_position=”bottom_center” background_vertical_offset=”28%” custom_padding=”200px||200px||false|false” top_divider_style=”curve” top_divider_color=”RGBA(255,255,255,0)” top_divider_height=”60px” top_divider_flip=”vertical” top_divider_height_tablet=”30px” top_divider_height_phone=”30px” top_divider_height_last_edited=”on|tablet” bottom_divider_style=”curve” bottom_divider_height=”60px” bottom_divider_height_tablet=”30px” bottom_divider_height_phone=”30px” bottom_divider_height_last_edited=”on|desktop” background_last_edited=”on|tablet” background_image_tablet=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Giving-Tree-Illustration.png” background_image_phone=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Giving-Tree-Illustration.png” background_enable_image_tablet=”on” background_enable_image_phone=”on” background_size_phone=”cover” background_image_height_phone=”64%” background_position_tablet=”bottom_left” background_position_phone=”top_left” background_horizontal_offset_tablet=”78%” background_horizontal_offset_phone=”80%” background_vertical_offset_tablet=”100%” background_vertical_offset_phone=”100%” global_colors_info=”{%22gcid-9038a7f3-ee3f-4d61-9801-7c1fd865d42b%22:%91%22background_color%22%93}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][dnxte_coverflowslider_parent dnxte_coverflow_autoplay_show_hide=”off” dnxte_coverflow_spacebetween=”59″ dnxte_coverflow_arrows=”on” dnxte_coverflow_arrow_color=”gcid-heading-color” dnxte_coverflow_arrow_background_color=”RGBA(255,255,255,0)” dnxte_coverflow_arrow_position=”outer” _builder_version=”4.27.0″ _module_preset=”default” border_radii=”on|25px|25px|25px|25px” global_colors_info=”{%22gcid-heading-color%22:%91%22dnxte_coverflow_arrow_color%22%93}”][dnxte_coverflowslider_child coverflowslider_layouts=”below-image” coverflowslider_content=”<\/p>\n

Quant segmentation with follow-on qual deep dive personas<\/strong><\/p>\n

” coverflowslider_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/apple-Icon.png” coverflowslider_content_padding=”25px|25px|25px|25px|false|false” coverflowslider_content_wrapper_margin=”||||false|false” coverflowslider_image_padding=”25px|25px|25px|25px|false|false” coverflow_button_bg_color=”RGBA(255,255,255,0)” _builder_version=”4.27.0″ _module_preset=”default” content_font_size=”20px” background_color=”#FFFFFF” background_enable_color=”on” global_colors_info=”{}”][\/dnxte_coverflowslider_child][dnxte_coverflowslider_child coverflowslider_layouts=”below-image” coverflowslider_content=”<\/p>\n

Monotherapy treaters deep dive qual<\/strong><\/p>\n

” coverflowslider_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/apple-Icon.png” coverflowslider_content_padding=”25px|25px|25px|25px|false|false” coverflowslider_content_wrapper_margin=”||||false|false” coverflowslider_image_padding=”25px|25px|25px|25px|false|false” coverflow_button_bg_color=”RGBA(255,255,255,0)” _builder_version=”4.27.0″ _module_preset=”default” content_font_size=”20px” background_color=”#FFFFFF” background_enable_color=”on” global_colors_info=”{}”][\/dnxte_coverflowslider_child][dnxte_coverflowslider_child coverflowslider_layouts=”below-image” coverflowslider_content=”<\/p>\n

Urgency to treat qual<\/strong><\/p>\n

” coverflowslider_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/apple-Icon.png” coverflowslider_content_padding=”25px|25px|25px|25px|false|false” coverflowslider_content_wrapper_margin=”||||false|false” coverflowslider_image_padding=”25px|25px|25px|25px|false|false” coverflow_button_bg_color=”RGBA(255,255,255,0)” _builder_version=”4.27.0″ _module_preset=”default” content_font_size=”20px” background_color=”#FFFFFF” background_enable_color=”on” global_colors_info=”{}”][\/dnxte_coverflowslider_child][dnxte_coverflowslider_child coverflowslider_layouts=”below-image” coverflowslider_content=”<\/p>\n

Brand user\/non-user qual<\/strong><\/p>\n

” coverflowslider_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/apple-Icon.png” coverflowslider_content_padding=”25px|25px|25px|25px|false|false” coverflowslider_content_wrapper_margin=”||||false|false” coverflowslider_image_padding=”25px|25px|25px|25px|false|false” coverflow_button_bg_color=”RGBA(255,255,255,0)” _builder_version=”4.27.0″ _module_preset=”default” content_font_size=”20px” background_color=”#FFFFFF” background_enable_color=”on” global_colors_info=”{}”][\/dnxte_coverflowslider_child][dnxte_coverflowslider_child coverflowslider_layouts=”below-image” coverflowslider_content=”<\/p>\n

Patient chart audit quant (provided sample)<\/strong><\/p>\n

” coverflowslider_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/apple-Icon.png” coverflowslider_content_padding=”25px|25px|25px|25px|false|false” coverflowslider_content_wrapper_margin=”||||false|false” coverflowslider_image_padding=”25px|25px|25px|25px|false|false” coverflow_button_bg_color=”RGBA(255,255,255,0)” _builder_version=”4.27.0″ _module_preset=”default” content_font_size=”20px” background_color=”#FFFFFF” background_enable_color=”on” global_colors_info=”{}”][\/dnxte_coverflowslider_child][dnxte_coverflowslider_child coverflowslider_layouts=”below-image” coverflowslider_content=”<\/p>\n

China market opportunity (provided sample)<\/strong><\/p>\n

” coverflowslider_image=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/apple-Icon.png” coverflowslider_content_padding=”25px|25px|25px|25px|false|false” coverflowslider_content_wrapper_margin=”||||false|false” coverflowslider_image_padding=”25px|25px|25px|25px|false|false” coverflow_button_bg_color=”RGBA(255,255,255,0)” _builder_version=”4.27.0″ _module_preset=”default” content_font_size=”20px” background_color=”#FFFFFF” background_enable_color=”on” global_colors_info=”{}”][\/dnxte_coverflowslider_child][\/dnxte_coverflowslider_parent][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.27.0″ _module_preset=”default” background_color=”#FFFFFF” background_enable_image=”off” background_size=”custom” background_image_width=”30%” background_position=”center_right” background_horizontal_offset=”10%” background_last_edited=”on|tablet” background_enable_image_tablet=”off” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.27.0″ _module_preset=”default” custom_margin=”1px|auto||auto||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” header_text_color=”#182a39″ header_font_size=”36px” header_3_text_color=”#182a39″ header_3_font_size=”40px” header_3_line_height=”1.2em” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

What we learned<\/b><\/h3>\n

[\/et_pb_text][et_pb_divider color=”#edb22e” divider_position=”center” divider_weight=”3px” _builder_version=”4.27.0″ _module_preset=”default” width=”43%” custom_margin=”0px||10px||false|false” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”|300|||||||” text_text_color=”#182a39″ text_line_height=”1.2em” header_font=”|300|||||||” header_text_color=”#FFFFFF” global_colors_info=”{}”]<\/p>\n

Using ATUs as a building block for other business objectives enabled greater visibility of brand strategy across workstreams. We were better able to connect the dots and be a true partner to our clients, which has kept them coming back to us. It has inspired collaboration (with our client and brand team, as well as consulting and research firms) for a common goal. Ultimately, our mission is to deliver insights that are meaningful and impactful, something our ATUs have proven to achieve.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.27.0″ _module_preset=”default” background_color=”#d1e3f2″ background_enable_image=”off” background_size=”custom” background_image_width=”30%” background_position=”center_right” background_horizontal_offset=”10%” background_last_edited=”on|tablet” background_enable_image_tablet=”off” locked=”off” global_colors_info=”{}”][et_pb_row column_structure=”3_5,1_5,1_5″ _builder_version=”4.27.0″ _module_preset=”default” custom_margin=”1px|auto||auto||” global_colors_info=”{}”][et_pb_column type=”3_5″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” header_text_color=”#182a39″ header_font_size=”36px” header_3_text_color=”#182a39″ header_3_font_size=”40px” header_3_line_height=”1.2em” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

Get in touch<\/h3>\n

[\/et_pb_text][et_pb_divider color=”#edb22e” divider_position=”center” divider_weight=”3px” _builder_version=”4.27.0″ _module_preset=”default” custom_margin=”0px||10px||false|false” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”|300|||||||” text_text_color=”#182a39″ text_font_size=”22px” text_line_height=”1.2em” header_font=”|300|||||||” header_text_color=”#FFFFFF” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

Branding Science Group is a fully integrated global brand building partner, delivering seamless expertise in fieldwork, insights, strategy and data science in the US, Europe and Asia, anchored by nine offices across the globe. Our hallmark is a focused, relentless pursuit to help our clients develop successful brands.<\/p>\n

Contact us:<\/b><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/David-Spears-Headshot.png” title_text=”David-Spears-Headshot” show_bottom_space=”off” align=”center” _builder_version=”4.27.0″ _module_preset=”default” width=”73%” module_alignment=”center” custom_padding=”||20px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” header_2_font=”|300|||||||” header_2_font_size=”25px” custom_margin=”||0px||false|false” custom_padding=”||10px||false|false” text_orientation_tablet=”center” text_orientation_phone=”center” text_orientation_last_edited=”on|tablet” locked=”off” global_colors_info=”{}”]<\/p>\n

David Spears<\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”Roboto|300|||||||” header_4_font=”Roboto||||||||” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n

President, US<\/p>\n

Branding Science Group<\/strong><\/p>\n

david.spears@branding-science.com<\/span><\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/branding-science.com\/wp-content\/uploads\/2025\/03\/Nicole-Thomas-Headshot.png” alt=”Pharma brand case study” title_text=”Nicole-Thomas-Headshot” show_bottom_space=”off” align=”center” _builder_version=”4.27.0″ _module_preset=”default” width=”73%” module_alignment=”center” custom_padding=”||20px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” header_2_font=”|300|||||||” header_2_font_size=”25px” custom_margin=”||0px||false|false” custom_padding=”||10px||false|false” text_orientation_tablet=”center” text_orientation_phone=”center” text_orientation_last_edited=”on|tablet” locked=”off” global_colors_info=”{}”]<\/p>\n

Nicole Thomas<\/h2>\n

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Senior Director, Head of Quant Research<\/span><\/p>\n

Branding Science Group<\/strong><\/p>\n

nicole.thomas@branding-science.com<\/span><\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Case study -Reconceptualizing global ATUs as a Giving Tree: How we extended the value and ROI for a rare disease launch insights and brand teamThis case study was written by:David SpearsPresident, US Branding Science GroupNicole ThomasSenior Director, Head of Quant Research Branding Science GroupThe ChallengeOur client acquired a promising, novel cardiovascular asset with a pivotal […]<\/p>\n","protected":false},"author":1,"featured_media":987511290,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-987511236","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nCase study: Reconceptualizing global ATUs as a Giving Tree<\/title>\n<meta name=\"description\" content=\"Here\u2019s how our partnership with a popular pharma brand resulted in their dramatic growth \u2013 click here to read the full case 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