Creative Concept Testing

Situation

  • Client recently submitted a New Drug Application for a novel therapy… launch planning is underway

  • The client’s advertising agency has developed a series of creative advertising concepts intended to support product launch to a professional audience

Solution

  • Conduct a mix of in-person and web-assisted telephone interviews with physician types

  • Solicit feedback to gauge: concept memorability, uniqueness, clarity of communication points / theme and stopping power

  • Rating and ranking exercises were completed to score each concept based on its ability to convey core messaging and motivate prescribing

Outcome

  • The research process identified the creative campaign that best engages the customer and generates interest in prescribing

  • Differentiated creative campaign identified for further development

  • Recommendations for optimizing the creative and copy elements generated through the research process