An influx of new treatments including cancer immunotherapies, CAR-T and other novel Mechanism of Actions have and continue to enter the market.

This rapid influx has led to confusion across the positioning of key brands for many oncologists. Adelphi has addressed this problem by identifying emotional drivers for engagement to help reframe communications in this space.

Our client wanted to reshape their global communication platform along with guidance on how to successfully differentiate its brand vs. the competition in this competitive environment.

In this pivotal case study Adelphi assessed the subconscious emotions that physicians associated with key brands in each category and how those compared with the historical standard of care. Our research provided clear direction on 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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