Strategies to protect and grow a global brand
In collaboration with our clients at Binding Site, Medical Minds developed an effective promotional and educational strategy to protect Freelite® sales from erosion by a potential competitor and to grow the global business. We developed Freelite advertising based on a comprehensive understanding of the target audience, and it was immediately adopted by the company and distributors in worldwide markets as diverse as the US, UK, Spain, and Saudi Arabia. The ad also won first place in the Dx Creative Communications Awards category “In Vitro Diagnostics: Print Advertising-Professional” from the Diagnostics Marketing Association.
Our work included interviewing current customers and testing a lexicon of terms and phrases to understand the value of the Freelite test in the minds of the oncologists and pathologists who use it. The lexicon and message strategy developed in collaboration with our clients was designed to emphasize the important clinical benefits of the Freelite test and remind oncologists and pathologists of the factors that differentiate Freelite from the competition.
In market research testing we learned that the messages we developed for the Freelite advertising resonate with target audiences because it was possible to alter the course of the disease when diagnosed early, but the potential impact decreases with disease progression. Therefore, there is potential for harm to patients if we do not catch them early in the course of the disease.