Branding Research Study for a New Drug Release

1. Branding Research Study for a New Drug Release Study Type Qualitative Research Sample Size Background Objective Research Methodology Outcome n=70 Client ‘s phase II investigational drug received fast track designation by FDA. Client’s marketing team was preparing for launch strategy and wanted to evaluate. Optimal positioning elements – color palettes, symbol & brand name. Understand brand association (rational / emotion) with above elements for campaign. Ascertain fit between branding elements and branding strategy. The branding research included a mix of oncologists & hematologists and was conducted through face-to-face IDIs. The survey lasted for a duration of 60 mins. Target audience included oncologists & hematologists. Sample size was based on appropriate quota as per client instruction. 65% oncologist highlighted that C1 was vibrant, striking, impactful, attention grabbing. 88% oncologist mentioned symbol B was reassuring (i.e. supporting, protecting); surviving longer, potent & pleasant. 89% highlighted ‘M1’ was the right choice for targeted cancer indication. Target Group Business Impact Oncologist, Hematologist Using study insights, clients were able to finalize the optimal positioning elements for launch. Geography Australia, France, Spain, UK, USA connect@borderlessaccess.com borderlessaccess.com