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Insight
Changing Patients' Medicine Behaviours
Bringing the consumer to life for the brand team
The Brief
The client required a workshop to kickstart their campaign planning. As a responsible pharmaceutical company, the campaign was to ensure patients used their medicines in the correct way - as failure to do so may cause them harm. With a topic that was difficult to research - as consumers were unlikely to admit their actions if they weren't using the product correctly - a very different approach to understanding the consumer was required.
The Method
We created inspiration though a brand workshop for their team. We used a catalogue of patient and healthcare professional experiences expressed through TV programmes over the years – documentaries, dramas, news reports and so on. This created a unique way of getting the patient and doctors into the room and inspired the outputs.
The use of the different formats really brought the consumer to life in a way that would otherwise have been impossible - taking the brand team into the homes of the patient.
The Value
The foundations of the campaign were set. This enabled an effective campaign that not only delivered on the basic patient safety messaging, but was able to affect the patients in exactly the right way. Something only possible to achieve by getting into their own environments and hearing their unique patient stories.
The client agreed that they learnt a lot about their patients that day which they had not expected after years of working in that category.
The Bits We Loved
Opening the eyes of the client by bringing a really challenging consumer into the workshop through the innovative approach.
Knowing that the work we did will change lives directly for the better.
The reaction from the client when they saw the depth of knowledge we presented to them that enabled them to create a campaign that really hit where it needed to.
