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The Context
A global pharmaceutical company was launching a new indication for Inflammatory Bowel Disease (IBD) for an existing immunomodulating drug.
Business Challenge
To ensure a successful launch in the IBD space, the client was looking to develop a universal campaign concept that is globally resonant, locally nuanced, and synergistic with existing communications.
Our Approach
To assess the behavioral viability of the concept executions, FSI leveraged our proprietary STREAMS framework that uses combined principles from social, psychological, cognitive and behavioral sciences to ensure the resulting concepts resonated with the target audience and inspired action.
APPROACH HIGHLIGHTS
STREAMS is a powerful diagnostic model for identifying, analyzing, and assessing the behavioral viability of concepts, ensuring the resulting creative drive behavior.
Our Impact
Armed with a deep understanding of HCP reactions to the concepts, the creative agency developed a universal CD concept that resonates with HCPs across the globe, piquing their interest, and driving them to consider this new drug in their treatment regimen.
The teams are very clear on the feedback and optimizations, and have been able to hit the ground running!
- Market Research & Insights Advisor
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