Brand Image and Positioning

The client...

Has an atypical antipsychotic and needs to strengthen its position, to reinforce physicians' perception and to increase their usage of the brand.

What we did was...

Conduct a series of IDIs and mini-groups with Psychiatrists across the top 5 EU, using a number of projective and elicitation techniques, to access less conscious/more emotional responses behind their prescribing behaviour.

Conduct a series of in-studio IDIs with bipolar patients to help us understand the reality of living with the disorder and preferences for its treatment.

The outcome was...

The client was advised to re-launch their communication platform by adopting a more balanced message that encompasses both emotional/empathetic aspects alongside the rational/scientific reasons.

Zaicom Research Plus, Fraser House, 14 Carfax, Horsham, West Sussex RH12 1DZ insight@zaicom.com. Zaicom.com is the trading name of Zaicom Research Plus Ltd. Zaicom Research Plus is a limited company registered in England and Wales with company number 4828260. Registered office: St James's House, 8 Overcliffe, Gravesend, Kent DA11 0HJ. VAT registration no: 818283318