Case Study: Targeting Marketing Segments in a Competitive Marketplace
Challenge: A client’s product was entering a very crowded and highly competitive marketplace. The marketing team had developed the product’s desired positioning, and identified two attitudinal market segments within the targeted specialties. They now needed research and counsel to develop the optimal messaging strategy for each of the market segments.
Solution: TVG developed a sequential, multi-phase approach. First, qualitative research was conducted to explore and refine message points. Hypotheses were developed for the ideal message strategy. This was followed by a Turf Analysis to quantitatively assess reactions to the messages on a number of measures, including appropriate flow and optimal combination of message points, clinical data required to support the message, and ultimately the most effective message delivery strategy for promotion by segment.
Outcomes: Through in-depth qualitative research we were able to provide an enhanced understanding of physician perceptions of the message elements necessary to create buy-in and playback of the product’s desired positioning. The follow-up quantitative analysis confirmed and fine-tuned the message, and we were able to provide recommendations for a message strategy that more than resonated with each target segment.
Case Study: Global training to create one company
Challenge: A global pharma company created through a series of mergers needed to get their diverse marketing teams up to speed on the new company’s marketing philosophy and start them all moving in the same direction on a global level.
Solution: TVG custom-designed a marketing training curriculum with input from senior management across the company. The program was then rolled out over a 12-month period by TVG training professionals through regional and country-based on-site training.
Outcomes: The company was able to quickly refocus marketing initiatives of their global teams based on a unified approach. The company established a common marketing language, and strategic planning reporting process.
Case Study: Competitive simulations to analyze market situation, set strategic plan
Challenge: As part of the strategic planning process, a brand team needed to develop competitive strategies and tactics for each of the key indications for their product. They also wanted to determine the extent to which each competitor posed a threat to best develop their strategies and proactive/reactive tactics to address those competitive efforts.
Solution: We organized and facilitated an Internal Competitive Simulation Workshop using the proprietary TVG Marketing Model as an organizing framework. The team was lead through a process to identify the optimal business strategy, key attributes and positioning, and the key messages for competitive products in each of their treatment areas. Based on this work we helped them rate the level of threat of each competitor and have some fun working on tactical executions of competitive responses.
Outcomes: The team created a prioritized list of strategies and tactics to address identified competitive threats (including strategies, profiling, positioning as well as key tactics). They gained an estimate of the relative threat of each competitor and the level of response that would be necessary. They devised a “market map” providing a visual schema of the direction of competitive activity.