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Positioning Statement Evaluation

Qualitative

Positioning Statement Evaluation

Situation
Solution
Outcome
  • Client seeks to determine the most effective core “position” for a new atypical antipsychotic for bipolar disorder
  • Client seeks to develop a message platform that communicates core product messages in a way that highlights and differentiates their product versus competitors
  • Conduct a series of in-person and telephone IDIs geared toward evaluating the “premise,” “promise” and “proof” of 4 positioning statements
  • Interviews sought to determine the believability of the “premise” – identifying a clinical challenge, the viability of the “promise” – communicating the clinical benefit, and the strength of the “proof” – data that supports the product benefit
  • Identification of the factors driving selection of atypical antipsychotics in bipolar disorder and an understanding of physicians’ perceptions of the target product profile
  • Ultimately, research determined the most compelling positioning platform that communicates the product benefits in the context of a common clinical challenge