Create behavior change by achieving emotional customer insight.
We helped a leading allergy brand understand how to attracts its competitor’s customers by leveraging a deep psychological tension.
While our client’s product was clinically superior on many levels, it wasn’t getting credit in a crowded allergy category and was losing market share to the competition.
How We Helped
Claims and benefits were failing. The key was finding a transformational insight. Through Brado’s proprietary psychology-based Values Link interview process, we discovered a tension: Despite being self-proclaimed perfectionists with a high bar for performance in other categories, these allergy sufferers were apathetic about their mediocre allergy relief. When this hypocrisy and complacency was pointed out, they quickly felt the urgency to make a change.
This insight drove creation of a multi-media campaign that ultimately launched brand sales to an unprecedented high and was recognized with a gold Effie award for in-market effectiveness. To date, the brand continues to outperform its competition and surpass sales goals.
Define and prioritize your market, target or brand position for optimal impact.
We helped a global pharmaceutical company identify and understand a critical professional target to reshape brand strategy.
The administrative ecosystem around treating schizophrenia is complex. While our client had solid understanding of the primary physicians and caregiver targets, there was a significant knowledge gap with these administrative stakeholders – who actually hold most of the power to streamline or impede access to our client’s therapy.
How We Helped
Brado conducted in-depth qualitative and extensive quantitative research among C- and D-suite hospital administrators to clarify key targets and nuances about engagement. We identified a previously unrecognized high-opportunity target and, more important, exactly how to connect with them and motivate them. This administrative target’s empathy for the patient led them to prefer an engagement that prioritized “stories” versus data deep dives or endorsements.
Our client made a substantial investment in a suite of HCP-facing patient testimonials to showcase real-world success stories, and clinical features emphasizing real-world trial design and comparability in distinct care settings. “The sales team took to it like wildfire” and now have implemented the insight into all sales materials and sales calls with great success.
Optimize brand communication to deliver on strategy without compromising creativity.
We helped a leading, global human papillomavirus (HPV) vaccine brand deliver a motivating “good scare” to parents.
How to convince parents to vaccinate their young children (6-11) to prevent a sexually transmitted disease? Our client’s vaccine prevents strains of HPV which can cause ovarian and cervical cancer in females and anal cancer in males. The CDC recommends the vaccine be given early, but some parents delay or refuse because of the association with STD or out of fear.
How We Helped
Using Brado’s proprietary psychology-based interview process, Values Link, we explored the parent/caregiver emotional journey to vaccination and unearthed deep, actionable tensions around their vaccination fears, and how those fears can/have been overcome.
This strategic work inspired the brand’s disease awareness campaign, using what’s been dubbed “a good scare” to motivate action. As a result, the HPV vaccine is becoming more widely accepted among parents of young children as a common vaccine to in a child’s early lifetime.
Understand customer unmet needs to make a bigger, better, bolder difference.
We developed solutions for a global pharmaceutical client to close the immunization gap in under-served communities.
Data shows that immunization rates among certain under-served communities are significantly lower than the general population. To help develop solutions to close this gap, our client wanted to identify and explore key barriers leading to vaccine hesitancy or lack of motivation.
How We Helped
Brado engaged caregivers, adult patients and HCPs, and leveraging Brado’s deep behavioral science expertise, we uncovered passive and active barriers unique to these under-served communities. The barriers worked in tandem to create hesitancy and delay in vaccination. We identified specific psychological, logistical and HCP challenges along the vaccination journey – which became potential opportunity spaces for our client to create solutions.
Brado is now in the process of applying principles of Design Thinking to develop relevant, specific solutions for the different sub-populations within these communities.