Rectangle 343

Psychology-driven market positioning

Psychology-driven market positioning

The Client

Pharmaceutical company + path-to-market strategy company

The Need

To better understand the motivators and barriers to prescribing a certain type of drug to patients with Bipolar Disorder and Schizophrenia.

The Action

Interviews were conducted via Skype with US psychiatrists to elicit verbal and subconscious influencing factors for prescribing decisions. Subconscious influencing factors, such as underlying attitudes and beliefs, were identified via body language and tone of voice. Findings were used to provide advice on how to best position and market the drug at launch.

The Outcome

The method of delivery has superseded the old model. The medication has become a strategic brand for the pharmaceutical company and continues to drive revenue growth. 

 

“Using behavioural psychology and body language insights from Nicola, we were able to offer our client next level guidance on product positioning within a therapeutic area with high rates of non-adherence. I have no doubt, these insights influenced the future success of the product.”

– Path-to-Market Head
Rectangle 344
Using behavioural psychology and body language insights from Nicola, we were able to offer our client next level guidance on product positioning within a therapeutic area with high rates of non-adherence. I have no doubt, these insights influenced the future success of the product.

– Path-to-Market Head

The client

Pharmaceutical company + path-to-market strategy company

The need

To better understand the motivators and barriers to prescribing a certain type of drug to patients with Bipolar Disorder and Schizophrenia.

The action

Interviews were conducted via Skype with US psychiatrists to elicit verbal and subconscious influencing factors for prescribing decisions. Subconscious influencing factors, such as underlying attitudes and beliefs, were identified via body language and tone of voice. Findings were used to provide advice on how to best position and market the drug at launch.

The method of delivery has superseded the old model. The medication has become a strategic brand for the pharmaceutical company and continues to drive revenue growth.

The outcome