QUALITATIVE SOLUTIONS

Elma’s Brand DNA to optimise key messaging

Every leading pharmaceutical company knows the WHAT. Some companies also know HOW they do WHAT they do. But few companies know or articulate their product’s WHY – their purpose, their cause or their belief. The WHY is their product’s purpose.

Traditionally qualitative research tends to focus

on evaluating TPPs or key slides from a detail aid. This analysis will determine a product’s utility and likely uptake.

However, in order to drive penetration and maximise growth, linking this insight to key messages is key. These key messages form the product’s ‘essence’, its ‘brand’. This essence directly answers the most urgent needs our target faces. These core ‘needs’ are defined as a target ‘insight’. Introducing Elma’s Brand DNA, a focused model of understanding how ‘insight’ is directly answered through a compelling brand ‘essence’.

By understanding how a product’s differentiator, reason to believe, benefits and values ladder up to an overarch brand ‘essence’, we are able to directly address our target’s most pressing needs through relevant and resonant key messaging.

The Brand DNA model also acts as a dynamic way to identify key areas of improvement or weakness in the hierarchy of product assets, and fully appreciates the competitive environment in which it operates. Further, our creative studio can bring your product to life in an engaging and impactful infographic representation of your core brand equity through our DNA visualisation.

 

CONTACT THE AUTHOR
Gregg Quy
Senior Director
Head of International Qualitative Research