Tactical Marketing Projects
Sales Aid Testing Project
Issue
Client with a new HIV drug wanted to evaluate the ability of different ad concepts to communicate the desired positioning to HIV specialists
Methodology
- One-on-one, in-depth interviews with 20 physicians
- Four concepts were tested for recall, attention-getting ability, persuasiveness, and credibility
- Concepts were ranked according to best fit with positioning statement
Results
- Study identified the top concept that best fit with positioning
- Study also identified issues with the other concepts, should the client want to further pursue development
- Study also reinforced the acceptance of the key message and perception of the drug's key benefits
Customer Retention Analysis Project
Issue
Client was experiencing sales declines in flagship product
Methodology
- Interviewed physicians in 'Lost Customer,' 'Best Customer,' and 'Environmental' customer segments
- Used 9 triads and 75 one-on-one interviews
Results
- InSight identified alternative treatment modalities that were eroding client product sales
- Study delineated product drawbacks for customers that had not been perceived by client as significant
- Client used study results to reposition product and retrain sales staff