Asset Strategy and Investment /
Branding and Positioning /
Commercial Strategy /
Insight Generation /
Lifecycle Management /
Market Access Strategy /
Market Landscapes /
Patient Journeys /
Pricing /
Value Story Development /
Workshops and Brainstorming /
Case Study: Relaunching Direct to Consumer (DTC) Advertising for an Allergic Rhinitis Brand
Problem
The Zyrtect team faced significant competition in a crowded marketplace where clinicians saw little differentiation between products. Their DTC programs were not providing a competitive advantage and they needed a new strategic approach
Solution
- Working with the team’s agency of record and key cross functional participants, we convened a series of workshops and meetings to identify failures of the DTC approach and generate ideas to address them
- We then conducted a series of research modules with patients to explore the clinical and emotional impacts of rhinitis to them. This research incorporated a number of insight methodologies, such as feeling boards, acceptance validation, and laddering
- We then led two additional creative workshops to incorporate the patient viewpoint
- At the conclusion of the second workshop, we had developed a positioning platform and key messages in order to develop the creative brief for the agency to execute against.
Outcome
- This project led to a completely revamped DTC campaign for the brand, focused on the wider range of allergens Zyrtec is approved for
- Supported by a $40 million media spend, the campaign was credited with a 8% increase the brand year over year, with an estimated ROI of over $90 million