Case studies Pharma
Selecting an oncology message across five countries
Three stages of qualitative and quantitative research compared concepts with oncology professionals and advocates in five countries.
- Message & Creative Development
- Qual + quant
- B2B
The objective
A biotechnology company was choosing the concept and message for a new oncology franchise's professional communications.
The research design
Three qualitative and quantitative stages included oncologists, clinical investigators, nurses, and advocates in France, Germany, Italy, the United Kingdom, and the United States.
The outcome
One concept communicated the main idea most clearly. Its direct language differed from the tone participants expected from oncology companies.
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