Pharma Brand Creative
Objective
A pharma company and their agency had developed two different campaigns to raise awareness toward living with chronic pain. One was an unbranded campaign and the other was in support of a new a Schedule III opioid treatment, they were now interested they have created a new campaign with the goal raising awareness and creating empathy for those living with chronic pain.
Research Design
Russell Research designed an online qualitative bulletin board methodology where nationally recruited respondents used an online discussion forum to participate in a 4-day discussion. In the first two days, participants discussed living with chronic pain and were shown unbranded messaging concepts. Participants then evaluated branded concepts on main idea, importance, and how each concept fit with patient specific needs.
Outcome
Our client was able to refine one of the original ideas to maximize its potential and identified two additional need-states that were not originally covered in the client brief.
