Positioning Statement Evaluation
Situation
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
Solution
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
Outcome
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