Key stakeholders behind a new joint-venture product coming to Australia needed to make a strong impact in a highly competitive market.
While the product had a good portfolio of data behind it, we first needed a strong, emotionally-led story to help communicate its value. We set about to achieve internal buy-in for our proposed brand positioning, across two companies and used this foundation to develop ‘key selling messages’. Our creative execution spoke to that positioning — and the emotions, patient outcomes and differentiations involved in this therapy area.
A strong ‘emotionally engaging’ stance not only helped engage and inspire the sales force, but helped them drive breakthrough results in the process.