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Axess Research - 10/10/09
Présentation Infostat
Document written by:Xavier BOUTRY - Research directorAxess Research11 chemin des anciennes vignes69410 Champagne au Mont d’Or – FranceTel. +33 4 37 49 00 00xavier.boutry@axessresearch.com
Axess Research - 10/10/09 2
Le brief
Le labo a un produit à lancer dans 1,5 ans.
C'est un produit de ville, avec une initiation chez le neurologue, un renouvellement chez le MG.
Produit de SNC à traitement chronique
Le marché existant est déjà fortement concurrentiel, mais il n'y a pas eu de nouveauté depuis
longtemps.
Notre produit n'est pas un produit qui va révolutionner ce marché, mais il a quand même un petit
avantage en plus.
Pour le laboratoire, c'est une nouvelle cible, un marché nouveau. Bien sûr, nous avons à notre
disposition tous les panel quanti. classiques pour des analyses préliminaires.
Il s'agit d'établir un plan d'actions "études" à 1 an et demi afin de s'assurer la meilleure efficacité lors
du lancement du produit.
Axess Research - 10/10/09 3
Plan d’étude à 1 et ½ - Produit SNC
Ans
Ventes
Enregist. /
Lancement
Croissance
Marurité Générique
Décollage
Test de concept (produit X), évaluation de potentiel &positionnement
Segmentation / typologie
Interviews experts / KOL
Pré-lancement
Fixation du prix (si prix libre)
Test première imageTest 1er ADV
Test de nom de marque
Recall tests
Test repositionnement
Déremboursement / passage OTC
Transition avant générique
Baromètre produit / labo. trimestriel
Usage & Attitude
Test de packaging & notice
Construction du message / argumentaire
1,5 ans
Test changement d’image(tout les 5ans env.)
Test nouvel ADV(1 à 2 ans)
Test du dispositif
Axess Research - 10/10/09
Product positioning, branding & core messaging
Example of methodology
Document written by:Xavier BOUTRY - Research directorAxess Research11 chemin des anciennes vignes69410 Champagne au Mont d’Or – FranceTel. +33 4 37 49 00 00xavier.boutry@axessresearch.com
Axess Research - 10/10/09 5
Objectives
Build an adapted, convincing and differentiating product messaging
Validate the perceived value by customers for the product identified features & benefits
Recommend a validated positioning , branding & core messaging that will support the development of
the adapted visual aid
Axess Research - 10/10/09 6
Proposed methodology
Dynamic mini groups of 4 to 5 respondents lasting 3 hours with video and audio recording in central
locations – 2 or 3 groups per target and country – 1 or 2 days in central location per country
- 3 dynamic mini groups among the priority target Neurologists
- 2 mini group among secondary targets (Nurses, GP, etc.)
The validation and fine-tuning of the messaging and positioning of the product is done through
working sessions / role plays supported by “concept cards” that are given to respondents : the groups
are not reinventing the identified product features & benefits that are written down on cards
The objective is to articulate an adapted, convincing and differentiating messaging
The qualitative analysis of the results aims to identify a core messaging and the variability by target
The client can assist to the entire group cessions that take place in full equipped central facilities (one
way mirror, video & audio circuit)
Axess Research - 10/10/09 7
Example of sample size and screening criteria
Respondents are screened as medium / heavy users (the more they know about the product class,
the better)
When needed, it can be interesting mixing respondents used the laboratory products and
respondents used to the competitors product (to validate that the messaging will be adapted to secure
the laboratory customers and conquer some new customers)
Normally, we don’t mix the specialties (GPs with GPs, Specialists with specialists, etc.)
Groups / RespondentsParis, Lyon, Marseille
Neurologists 3
Neurology nurses 2
GP 2
Total groups 7
Max. respondents 28
Axess Research - 10/10/09 8
Dynamic mini-group rules and main steps
Mini-groups has be chosen to go beyond what could bring individual face to face interviews: 3 to 4
persons’ mini-groups are more creative than individual interviews and more structured than 7to 9
persons’ focus groups
The principle of a dynamic mini-group is to work first spontaneously through a work cession / role
plays on the building of the messaging and positioning of the product, then to inject the laboratory
positioning (or the previous mini-group work) to validate / finetune this messaging and positioning
1. What is the product?2. What are its main assets?3. What are its differentiating / USP?4. What could be in 10 lines max. the best
convincing and differentiating communication to my peers?
SPONTANEOUS WORK – CONCEPT CARDS* ARE GIVEN TO HELP
INJECTION OFYOUR POSITIONING / MESSAGING
1. What is the product?2. What are its main assets?3. What are its differentiating / USP?4. What could be in 10 lines max. the best
convincing and differentiating communication to my peers?
VALIDATION AND FINETUNING
STEP
1
STEP
2
PAPER BOARD WORK PAPER BOARD WORK
*Concept cards containsFeatures / Benefits & clinical evidence
Axess Research - 10/10/09 9
Dynamic mini-groups rules and main steps4 in depth mini-groups per country – 16 respondents
NEUROLOGISTS NURSES
POSITIONINGMESSAGING
STEP 1
POSITIONINGMESSAGING
STEP2
LABORATORYPOSITIONINGMESSAGING
First mini-group
POSITIONINGMESSAGINGSTEP 1 bis
POSITIONINGMESSAGINGSTEP3
FIRST GROUPPOSITIONINGMESSAGING
Second mini-group
POSITIONINGMESSAGINGSTEP 1
POSITIONINGMESSAGINGSTEP2
LABORATORYPOSITIONINGMESSAGING
1 mini-group
POSITIONINGMESSAGINGSTEP 1
POSITIONINGMESSAGINGSTEP2
LABORATORYPOSITIONINGMESSAGING
1 mini-group
3x3 Hours 2x3 Hours 2x3 Hours
GP
Axess Research - 10/10/09 10
Features:
• The product range will propose ….
• The product will include…..
CARD A – AN ADAPTED RANGE
Benefits:
• The product range is adapted to most of your patients needs
Reasons to believe
• Range formulation to international guidelines
•Richardson et al., the ….
CARD B – A PROVEN EFFICACYFeatures:
• The product lower the fasting glycemia by 30%
• Etc.
Benefits:
• Proven efficacy among…
Reasons to believe
• Richardson et al., the ….
• Burgos et al., Efficacy…
These cards has to be done in collaboration the product management team
4 to 8 cards are usually presented to respondents
This cards will be discussed, rated in term of level of interested and finally ranked
The objective of this first phase is to allow to respondents to gain enough knowledge of the product to
structure a quality first spontaneous messaging
The concept cards
Axess Research - 10/10/09 11
WHAT IS THE PRODUCT?
WHAT ARE THE PRODUCT TOP BENEFITS?
(In one sentence or 2 sentences – be fact based – do not try to convince)
(In a few sentences – Maximum 5 sentences – No bullet points – Try to make sentences)
ON WHICH ASPECTS THE PRODUCT IS BETTER THAN COMPETION?
(In a few sentences – Maximum 5 sentences – No bullet points – Try to make sentences)
WHAT WOULD BE THE BEST CONVINCING AND DIFFERENTIATING COMUNICATION TO YOUR PEERS?
(In a few sentences – Maximum 10 sentences – No bullet points – Try to make sentences – Imagine that you need to convince one of your pears)
Work cession format and instructions
This work will be first done in collaboration with the laboratory product management team
The laboratory and the mini-groups’ respondents should work on the same format and instructions
Axess Research - 10/10/09 12
Cession Organization
PAPER BOARD 1:STEP 2: Spontaneous cessionWhat is the product?What are the product top benefits?On which aspects the product is better than competition?What would be the best convincing and differentiating communication to your pears?STEP 4: Writing of an improved communication taking the best of both the first spontaneous work and the laboratory communication
PAPER BOARD 3Clean recopy of the spontaneous cession (simultaneously to the discovery of laboratory communication)
ModeratorRespondent 1Respondent 2
Respondent 3Respondent 4
Moderator assistant
PAPER BOARD 2:STEP 3: Display of the laboratory communication (same format and instructions)
STEP 1: Display of concept cards one by one, discussion, rating and rankingRespondents will keep the cards all along the cession
30 min.
45 min.
10 min.
30 min.
Axess Research - 10/10/09
Main research outputs
Axess Research - 10/10/09 14
Ranking of cards per target
1
1,5
2
2,5
3
3,5Adapted range
Proven efficacy
Product safetyEasy handling
Improved observance
Primary target
Secondary target 1
Secondary target 2
Can you rank these cards by level of interest? (RANKING FOR EACH RESPONDENT)
N= 60 individual ranking
FICTITIOUS DATA
Axess Research - 10/10/09
The optimum branding, communication and core messaging
Abc Abc
AbcAbc
EXTRACTION OF THE BEST SENTENCES FROM THE COUNTRY WORK CESSIONS
US Germany Italy France
China UK Spain Brazil
FREQUENCY OF EACH SELECTED CONCEPT IN THE OPTIMUM COMMUNICATION
Mentioned by 5 to 8 countries Mentioned by 3 to 4 countries
Mentioned by 2 countries Mentioned by only 1 country
Baxter original sentence
Axess Research - 10/10/09 16
Optimum messaging (1/2)
An indication of the role of HDL on atherosclerosis has been with the rare Apo-A1 Milano human genetic variant of this HDL protein. A small short-term trial using bacterial synthetized human Apo-A1 Milano HDL in people with unstable angina produced fairly dramatic reduction in measured coronary plaque volume in only 6 weeks vs. the usual increase in plaque volume in those randomized to placebo. The trial was published in JAMA in early 2006. Ongoing work starting in the 1990s may lead to human clinical trials—probably by about 2008. These may use synthesized Apo-A1 Milano HDL directly. Or they may use gene-transfer methods to pass the ability to synthesize the Apo-A1 Milano HDLipoprotein. Methods to increase high-density lipoprotein (HDL) particle concentrations, which in some animal studies largely reverses and remove atheromas, are being developed and researched. Niacin has HDL raising effects (by 10 - 30%) and showed clinical trial benefit in the Coronary Drug Project and is commonly used in combination with other lipoprotein agents to improve efficacy of changing lipoprotein for the better. However most individuals have nuisuance symptoms with short term flushing reactions, especially initially, and so working with a physician with a history of successul experience with niacin implementation, careful selection of brand, dosing strategy, etc. are usually critical to success.
FICTITIOUS DATA
Axess Research - 10/10/09 17
Optimum messaging (2/2)
Niacin has HDL raising effects (by 10 - 30%) and showed clinical trial benefit in the Coronary Drug Project and is commonly used in combination with other lipoprotein agents to improve efficacy of changing lipoprotein for the better. However most individuals have nuisuance symptoms with short term flushing reactions, especially initially, and so working with a physician with a history of successul experience with niacin implementation, careful selection of brand, dosing strategy, etc. are usually critical to success. An indication of the role of HDL on atherosclerosis has been with the rare Apo-A1 Milano human genetic variant of this HDL protein. A small short-term trial using bacterial synthetized human Apo-A1 Milano HDL in people with unstable angina produced fairly dramatic reduction in measured coronary plaque volume in only 6 weeks vs. the usual increase in plaque volume in those randomized to placebo. The trial was published in JAMA in early 2006. Ongoing work starting in the 1990s may lead to human clinical trials—probably by about 2008. These may use synthesized Apo-A1 Milano HDL directly. Or they may use gene-transfer methods to pass the ability to synthesize the Apo-A1 Milano HDLipoprotein. Methods to increase high-density lipoprotein (HDL) particle concentrations, which in some animal studies largely reverses and remove atheromas, are being developed and researched.
FICTITIOUS DATA
Axess Research - 10/10/09 18
Reasons to Believe
Functional Benefits
Emotional Benefits
Brand Core
From the optimum messaging to the branding
Brand positioning
Optimized Product composition
Superior Clinical study results
Unique Pharmacodynamic property
Longer Shelf-life
Less allergyAllow storage in wards
Superior patient response and quicker patient recovery
I am proud to prescribe the ultimate generation of drug in this category
I simplifies my life
Proud to prescribe the Ultimate drug that will Simply
and Safely make my patients Better Faster
An indication of the role of HDL on atherosclerosis has been with the rare Apo-A1 Milano human genetic variant of this HDL protein. A small short-term trial using bacterial synthetized human Apo-A1 Milano HDL in people with unstable angina produced fairly dramatic reduction in
measured coronary plaque volume in only 6 weeks vs.
What are the key observably unique features of the product?
How do the features address the functional of physician?
How does that make physician feel?
What unique value does the brand deliver to the physician?
Short messaging that motivates physician to use the brand for new patients and switch existing patients wherever appropriate
FICTITIOUS DATA
Axess Research - 10/10/09 19
The study design key assets
Easy internal selling / Team building: The international team and country managers will seat 6 hours
together and build with the research sponsor the laboratory optimum messaging
The product managers assist the optimization of their messaging: High credibility of the research
output
We can get their optimum messaging in their own words and expressions
The product & research product team can assist to the entire fieldwork cessions: Possible in-depth
implication in the optimum messaging building
Communication agencies testimony that the research outputs (optimum messaging + the brand
house) really helps making optimum visual aids (visuals & detailing aids)
The research is simple, pragmatic and highly actionable
Axess Research - 10/10/09
Le test d’image
Axess Research - 10/10/09 21
Objectifs du test d’image
Objectif principal
Identifier parmi 3 à 4 proposition d’image la plus impactante et différenciante chez le neurologue
S’assurer que l’image véhicule les bénéfices fonctionnels et émotionnels du produit identifiés dans
les phase préalables
Objectifs secondaires
Tester l’image parmi les cibles secondaires
Objectif marketing: Identifier l’image la plus efficace véhiculant de façon impactante et différentiante les bénéfices fonctionnels et émotionnels du produit
Axess Research - 10/10/09 22
Cibles et taille d’échantillon – Test de l’image
200 questionnaires semi-directifs de 20 minutes auto-administrés sur Internet
Résultats statiquement fiables sur plusieurs critères raionnel et émotionnels à +/- 6%
Les répondants sont recrutés parmi la liste de médecins ciblés fournis par le laboratoire
Phase de « callibrage » - face à face studio 40’ 12
Neurologues 6
Infirmières neurologie 3
MG ciblés 3
Phase quantitative – Internet 20’ 200 (IC< +/6 %)
Neurologues 100
Infirmières neurologie 50
MG ciblés 50
Axess Research - 10/10/09 23
Principe de l’évaluation de la mémorisation immediate
Flash retention- 1ère partie -
Les visuels sont exposés quelques secondes – On peut inclure d’autres visuels
d’autres marques (“Caviardage”)
Perturbation
Réponse aux questions de signalétique volontairement
perturbante
Mémorisation- 2ème partie -
Les visuels sont cachés
Mémorisation spontanée des images (top of
mind)
30 Secondes 5 minutes
Source: Roberts R, Gibson E et al. J Psycholinguist Res. 2002
Les visuels sont cachés
Axess Research - 10/10/09 24
Les zones du cerveaux activées par une image
HEMISPHERE DROIT
HEMISPHEREGAUCHE
Bénéfices fonctionnels
véhiculés
Réaction de plaisirBénéfices
émotionnels véhiculés
Déclenchement d’émotions
Degré de familiarité
Messages véhiculés
RATIONEL - VERBALISE EMOTIONEL– NON VERBALISE
IMPACT ET MEMORISATION
CONFIANCE
Sensations véhiculées
FORMEFOND(Marque, Titre, Accroche, etc.)
Axess Research - 10/10/09 25
L’Echelle Visuel Analogue (VAS) de la réaction de plaisir
Le cerveau humain est en constante quête d’oxygène, de sucre … et de plaisir
Tous, nous nous arrêtons naturellement sur une image qui génère du plaisir
Le niveau de plaisir prend source dans l’hémisphère droit et ne doit pas être verbalisé au risque d’être corrigé
par l’hémisphère gauche qui rationalise
Le niveau de réaction de plaisir généré par un visuel est directement corrélé à l’impact et l’attractivité
Pouvez-vous me m’indiquer le niveau de plaisir visuel que vous procure cette image?
Image 2: 3,3
Image 4&5: 4,0
Image 3: 4,7
Image 1: 4,6
Source : The International Affective Picture System (Lang et al. 1988)
Axess Research - 10/10/09 26
L’Echelle Visuel Analogue (VAS) du niveau de déclenchement d’émotion
L’émotion prend source dans la partie droite du cerveaux et va activer une zone de mémorisation durable
On parle aussi bien d’émotion agréable que désagréable
Comme pour le plaisir, il vaut ne mieux pas verbaliser et préférer une échelle visuelle analogue
Le déclenchement de l’émotion dans un visuel permet de garantire une mémorisation durable
Image 2: 4,1
Image 5: 4,3
Image 4: 3,6
Image 1: 4,82Image 3 : 3,97
Pouvez-vous me m’indiquer le niveau d’émotion que vous déclenche la vue de cette image?
Source : The International Affective Picture System (Lang et al. 1988)
Axess Research - 10/10/09 27
The international affective picture system“Modesty”, “Awe” and “Concentration” best describe the feelings conveyed by the image 2 and 4
Calm Excited
1
1Pleasant
Unpleasant
2 3 4 5 6 7
1
8 9
2
3
4
5
6
7
8
9
Triumphant
Sexually Excited
Aroused
AggressiveDomineering
Grateful
Concentrating
Haughty & Lonely
Ennui
Bored
Uninterested
Anxious
Shy
Humiliated
Contempt
Co-operative
Pain Angry
Image 2
Image 4
Image 1Image 3
Image 4
Quietly indignant
Relaxed
Quiet
Interested
Disdainful
Modest
Depressed
Awed
Sources : The International Affective Picture System (Lang et al. 1988)
Perceptual map of pictures in Pleasure x Arousal space :
Axess Research - 10/10/09 28
Identification de l’image la plus efficace sur des critères rationnels et émotionnels prédéfinis
Mémorisation flash: 1erImpact émotionnel : 1erBénéfices émotionnels : 2èmeBénéfices fonctionnels : 1ère ex aequoContinuité image précédente: 1er
Impact émotionnel: Plaisir visuel, Suscite l’émotion , Degré de familiaritéBénéfices émotionnels: Puissance, Sécurité, Rapidité, ContrôleBénéfices fonctionnels: Rapidité d’action, Longue durée d’action, Maniable chez les patients ambulatoires, Patient reste autonome
Titre 1 : Préféré par 59% des rép.
FICTITIOUS DATA
Mémorisation flash: 2èmeImpact émotionel: 3èmeBénéfices émotionnels : 1erBénéfices fonctionnels : 1ère ex aequoContinuité image précédente: 2ème
Mémorisation flash: 3èmeImpact émotionel: 2èmeBénéfices émotionnels : 3èmeBénéfices fonctionnels : 2èmeContinuité image précédente: 3ème
Axess Research - 10/10/09 29
Voir le questionnaire type fourni
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