CASE STUDY
AD TESTING FOR PRECISION MEDICINE (ONCOLOGY)
A company with a precision medicine therapy in Phase III needed to raise awareness about a genetic marker and the mechanism of disease. They planned an unbranded campaign. They wanted to test several ad concepts (message testing and visual testing).
ACTION
We recruited and interviewed oncologists and pathologists familiar with the relevant disease (even if they were not familiar with the biomarker). Then we conducted visual concept testing to evaluate the ad concepts. We used key performance indicators to measure stopping power, rational, and emotional response, attitudes, and motivation to learn.
RESULT
Based on the data from testing, we recommended how to proceed, with which concept and what modifications to maximize the impact. Insights from testing helped the client and their creative agency finalize the concepts and produce an ad campaign launched around a major medical conference.
DOMAIN
Marketing, Communications, Ad Testing, Disease Awareness, Precision Medicine, Biotechnology, Pharmaceutical