The oncology landscape has changed dramatically in recent years with an influx of new treatments including immunotherapies, CAR-T and other novel MOAs entering the market. The influx of change has meant Oncologists are confused and unable to clearly distinguish across key brands. Our client wanted to reshape its global communication platform and wanted guidance on how to successfully differentiate its brand vs. the competition.
Adelphi assessed the current landscape and identified the subconscious emotions that physicians associated with key brands in the category and how those compared with the historical SOC. Our research provided clear direction how the communication platform needed to evolve in key global markets and emotions that would successfully differentiate the brand from others in the market.
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