Leading pharmaceutical company revamps strategy, position and advertising for previously under-performing new drug

SITUATION
A Fortune 10 pharmaceutical company was mystified that doctors were reluctant to prescribe a new product that was a long-awaited medical breakthrough. Although the new treatment was clearly better, doctors were not prescribing it as frequently as prior research had projected.

INSIGHTS
Resonance revealed that the problem was not the treatment, but the emotional attachment doctors had to their current prescribed treatments. Resonance created a Motivational Segmentation approach that enabled the client to accurately predict the size of the market for this treatment, and the motivational profile of early adopting MDs.

IMPLICATIONS
New insights from Resonance led to a new marketing platform for the brand to re-launch. Additionally, the Sales department utilized the motivational data gathered to help their detail reps target doctors who were likely to be early adopters.

RESULTS
After implementing the Resonance recommendations, sales took off through the roof starting in the following quarter (see chart). In addition to solving the problem, Resonance created an ancillary benefit: the company's sales force reported that the MD’s they dealt with were glad to see them and spent more time with them because "you ask really interesting questions that nobody asked me before."