• Leveraging Dialogue Research at Brand Launch

    On your product's road to launch, a critical junction is the point you turn the science behind the molecule into a brand that connects with your customers. You do this by defining the brand’s positioning which forms the foundation for all future marketing and sales strategies. This is a turning point your brand team cannot miss, it’s when your product goes from a concept to a solution.

    In literature, a foil is the counter to, or the opposite of, a main character. In product positioning, you need to understand how your brand is the foil to the patient’s condition. That is, what problem are we truly solving for our customers? How your customers think about your brand ties in strongly to what issues or problems you solve for them. And while you may bring strong efficacy to the table, the real power in your product can be from the sense of reassurance or hope that it delivers for a patient desperately in need of something to hang on to.

    Verilogue has unique and proven capabilities to support your brand during this first critical step in brand positioning. Whether you are launching a novel therapy, a new indication, or a reformulation/line extension, we help you build a compelling and competitive brand position grounded in the natural language and realities of physicians and patients.

    Research for a Novel Therapy or New Molecular Entity

    For new market entrants, gaining an in-depth understanding of current exam room conversations about competitors helps a brand truly understand the white space in the market. By evaluating pre-launch in-office HCP & PT discussions, your team learns how current brands are being described and where there are areas of opportunity for a new market entrant. The analysis also helps gauge which areas of the dialogue are current engagement points for patients or caregivers (for example, the symptom assessment discussion versus the treatment selection decision), helping your brand team determine how to best support key stakeholders during their healthcare conversations at the time of your launch.

    How receptive will your customers be to a new therapy? How willing will they be to adopt it in clinical practice?

    Evaluating the market through the lens of the dialogue leads to a better understanding of how physicians consider the current treatment armamentarium. An injectable can be described as “a tiny needle, you won’t notice it” or “it’s an injection, which I’m sure you don’t want to deal with” These varying approaches to describing the same treatment gives us a sense of the emotional connection (or lack thereof) that exists between physicians and current brands. At Verilogue, we can examine how physicians have described new therapies to patients since 2006, giving your brand team analog comparisons to construct your brand’s ideal conversation at launch. Evaluating analog launches allows your brand team to learn from past successes and failures, and prepare the language that will help your brand tackle barriers and capitalize on opportunities.

    Existing therapy with new indication and/or new specialty target

    You’ve got your established base, you know your market, but a new indication brings new challenges and an entirely new disease state context. Everything a new market entrant needs to evaluate applies here, but your brand’s existing natural positioning needs to be taken into consideration. Understanding how your brand is currently perceived and discussed in its approved application(s) is critical to anticipating potential challenges with a new indication. In the case of a new specialty target, listening to HCP-PT dialogues from your new customers will provide the lexicon they are most comfortable with in order to arm your marketers and ad agency with the natural language of your brand for a successful launch in a new category.

    Existing Therapy with New Indication or New Specialty Target

    You’ve got your established base, you know your market, but a new indication brings new challenges and an entirely new disease state context. Everything a new market entrant needs to evaluate applies here, but your brand’s existing natural positioning needs to be taken into consideration. Understanding how your brand is currently perceived and discussed in its approved application(s) is critical to anticipating potential challenges with a new indication. In the case of a new specialty target, listening to HCP-PT dialogues from your new customers will provide the lexicon they are most comfortable with in order to arm your marketers and ad agency with the natural language of your brand for a successful launch in a new category.

    Reformulation or Line Extension

    Is your dosing regimen changing? Are you adding a new ROA? If these line extensions are in the works then dialogue will similarly increase your understanding by evaluating the real challenges of dosing or route of administration for patients, caregivers and physicians. If an existing competitor has a similar dosing regimen or ROA, evaluating how those benefits are currently pitched to patients can be a glimpse into your own product’s future. But your brand is unique, and with it comes a unique set of benefits and drawbacks. VeriQual can help by adding insight beyond the dialogue, tapping into a wealth of healthcare moderation experience at Verilogue. By discussing real in-office interactions with your key customers, you’re better able to ground their hypothetical responses to a real, living patient. So, when you want to understand who the real target patient will be for your “once-weekly brand”, VeriQual will use that physician's experience with a real patient as context.

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    Verilogue, the Healthcare Dialogue Experts

    To learn more about our Qualitative Research, click here!