Customized Services

Leveraging foundational insights (i.e. from condition journey, patient and physician segmentation, drivers & barriers work), we craft a spectrum of ingoing positioning territories.  Next we harness client team expertise to hone and prioritize territories via an engaging workshop, then work collaboratively with the agency to translate into whitecards for research. Experts at BrandDancer guide qualitative refinement.  Post-research, we lead application of strategic filters in another workshop, and recommend the final positioning that will build the most compelling and motivating story for the brand.

The full brand-building process involves three key phases of partnership, leveraging the proven approach developed and honed by BrandDancer:

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(1)  Uncovering the insights that matter via Brand Discovery.  This phase typically includes Market & Competitive Landscape Assessment to achieve understanding of the launch context, as well as foundational insights work such as Segmentation work, Integrated Condition Journey and Drivers & Barriers.

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(2)  Strategic decision-making to develop a powerful brand and prepare for launch via Brand-Building.  Here we finalize Target Profiles for priority segments of patients and physicians/healthcare providers, then craft, hone and validate Positioning strategy.

(3)  Brand Activation is the culmination of all work from phases 1 and 2.  Experts at BrandDancer craft the final strategy document, the Brand Blueprint, to drive alignment and actionability across functions and geographies.  The finishing touch is a detailed launch plan that facilitates flawless execution.

The focus of this offering is expert analysis of secondary research to deeply understand the competitive context into which the brand will launch.  Focus areas typically include market trends to leverage or overcome, existing beliefs in the therapeutic area, treatment algorithm considerations, lessons learned from other launch activity, SWOT analysis of existing competitors, and whitespace mapping.  Learning and implications provide a critical foundation for brand-building efforts.

Building a brand with the power to change behaviour begins with identifying your key target audience (ideal patient and physician) and understanding what most matters to them - tensions and unmet needs in the space, motivations, beliefs, and potential drivers and barriers to considering a new treatment.  Whether leveraging existing client research or undertaking new, we achieve customer intimacy and target definition in order to craft actionable segment portraits.  These priority segments then become the patient and physician we keep in mind for positioning strategy work.

The Brand Blueprint provides a solid foundation upon which to build a strong and enduring brand.  It is a robust strategy document that contains the essential truths that comprise the core of the new brand, compiled into an ongoing reference that will serve as a guide when taking the brand forward into the marketplace.  As the culmination of the brand-building process, we ensure that the Brand Blueprint clearly captures key insights and strategic choices made by the team throughout - highly effective for solidifying launch investment spending, also for aligning the cross-functional team and global affiliates to inspire unified support for the new brand during commercialization and beyond.

Our integrated condition journey includes both the transactional journey and the patient emotional journey.  We keep the patient at the centre, and overlay the experience of influential stakeholders (such as treating physician, referring physician, caregiver, etc.) to gain a complete picture.  We identify the strategic moments along the journey that represent greatest strategic value, and translate to recommendations / jobs-to-be-done at each moment  to realize business opportunity - while also improving the trajectory of the condition journey.