Medications Find Their Market Segment

CHALLENGE

A cholesterol lowering medication was launching a new ad campaign and needed direction between multiple variations proposed by an external agency. 

SOLUTION

Quantitative research identified the medication’s most engaged target audiences, then additional data was collected by digital heatmapping technology. In-depth interviews by moderators dove deeper into patients’ reasons for and likelihood to prefer the medication.

RESULT

 In the end, the research helped the brand identify their key audience and refine their ad strategy prior to launch.

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