Axess Research - 10/10/09 Présentation Infostat Document written by: Xavier BOUTRY - Research...

Axess Research - 10/10/09

Présentation Infostat

Document written by:Xavier BOUTRY - Research directorAxess Research11 chemin des anciennes vignes69410 Champagne au Mont d’Or – FranceTel. +33 4 37 49 00 [email protected]

Axess Research - 10/10/09 2

Le brief

Le labo a un produit à lancer dans 1,5 ans.

C'est un produit de ville, avec une initiation chez le neurologue, un renouvellement chez le MG.

Produit de SNC à traitement chronique

Le marché existant est déjà fortement concurrentiel, mais il n'y a pas eu de nouveauté depuis

longtemps.

Notre produit n'est pas un produit qui va révolutionner ce marché, mais il a quand même un petit

avantage en plus.

Pour le laboratoire, c'est une nouvelle cible, un marché nouveau. Bien sûr, nous avons à notre

disposition tous les panel quanti. classiques pour des analyses préliminaires.

Il s'agit d'établir un plan d'actions "études" à 1 an et demi afin de s'assurer la meilleure efficacité lors

du lancement du produit.


Plan d’étude à 1 et ½ - Produit SNC

Ans

Ventes

Enregist. /

Lancement

Croissance

Marurité Générique

Décollage

Test de concept (produit X), évaluation de potentiel &positionnement

Segmentation / typologie

Interviews experts / KOL

Pré-lancement

Fixation du prix (si prix libre)

Test première imageTest 1er ADV

Test de nom de marque

Recall tests

Test repositionnement

Déremboursement / passage OTC

Transition avant générique

Baromètre produit / labo. trimestriel

Usage & Attitude

Test de packaging & notice

Construction du message / argumentaire

1,5 ans

Test changement d’image(tout les 5ans env.)

Test nouvel ADV(1 à 2 ans)

Test du dispositif


Product positioning, branding & core messaging

Example of methodology

Document written by:Xavier BOUTRY - Research directorAxess Research11 chemin des anciennes vignes69410 Champagne au Mont d’Or – FranceTel. +33 4 37 49 00 [email protected]


Objectives

Build an adapted, convincing and differentiating product messaging

Validate the perceived value by customers for the product identified features & benefits

Recommend a validated positioning , branding & core messaging that will support the development of

the adapted visual aid


Proposed methodology

Dynamic mini groups of 4 to 5 respondents lasting 3 hours with video and audio recording in central

locations – 2 or 3 groups per target and country – 1 or 2 days in central location per country

- 3 dynamic mini groups among the priority target Neurologists

- 2 mini group among secondary targets (Nurses, GP, etc.)

The validation and fine-tuning of the messaging and positioning of the product is done through

working sessions / role plays supported by “concept cards” that are given to respondents : the groups

are not reinventing the identified product features & benefits that are written down on cards

The objective is to articulate an adapted, convincing and differentiating messaging

The qualitative analysis of the results aims to identify a core messaging and the variability by target

The client can assist to the entire group cessions that take place in full equipped central facilities (one

way mirror, video & audio circuit)


Example of sample size and screening criteria

Respondents are screened as medium / heavy users (the more they know about the product class,

the better)

When needed, it can be interesting mixing respondents used the laboratory products and

respondents used to the competitors product (to validate that the messaging will be adapted to secure

the laboratory customers and conquer some new customers)

Normally, we don’t mix the specialties (GPs with GPs, Specialists with specialists, etc.)

Groups / RespondentsParis, Lyon, Marseille

Neurologists 3

Neurology nurses 2

GP 2

Total groups 7

Max. respondents 28


Dynamic mini-group rules and main steps

Mini-groups has be chosen to go beyond what could bring individual face to face interviews: 3 to 4

persons’ mini-groups are more creative than individual interviews and more structured than 7to 9

persons’ focus groups

The principle of a dynamic mini-group is to work first spontaneously through a work cession / role

plays on the building of the messaging and positioning of the product, then to inject the laboratory

positioning (or the previous mini-group work) to validate / finetune this messaging and positioning

1. What is the product?2. What are its main assets?3. What are its differentiating / USP?4. What could be in 10 lines max. the best

convincing and differentiating communication to my peers?

SPONTANEOUS WORK – CONCEPT CARDS* ARE GIVEN TO HELP

INJECTION OFYOUR POSITIONING / MESSAGING

1. What is the product?2. What are its main assets?3. What are its differentiating / USP?4. What could be in 10 lines max. the best

convincing and differentiating communication to my peers?

VALIDATION AND FINETUNING

STEP

1

STEP

2

PAPER BOARD WORK PAPER BOARD WORK

*Concept cards containsFeatures / Benefits & clinical evidence


Dynamic mini-groups rules and main steps4 in depth mini-groups per country – 16 respondents

NEUROLOGISTS NURSES

POSITIONINGMESSAGING

STEP 1

POSITIONINGMESSAGING

STEP2

LABORATORYPOSITIONINGMESSAGING

First mini-group

POSITIONINGMESSAGINGSTEP 1 bis

POSITIONINGMESSAGINGSTEP3

FIRST GROUPPOSITIONINGMESSAGING

Second mini-group

POSITIONINGMESSAGINGSTEP 1



1 mini-group

POSITIONINGMESSAGINGSTEP 1



1 mini-group

3x3 Hours 2x3 Hours 2x3 Hours

GP


Features:

• The product range will propose ….

• The product will include…..

CARD A – AN ADAPTED RANGE

Benefits:

• The product range is adapted to most of your patients needs

Reasons to believe

• Range formulation to international guidelines

•Richardson et al., the ….

CARD B – A PROVEN EFFICACYFeatures:

• The product lower the fasting glycemia by 30%

• Etc.

Benefits:

• Proven efficacy among…

Reasons to believe

• Richardson et al., the ….

• Burgos et al., Efficacy…

These cards has to be done in collaboration the product management team

4 to 8 cards are usually presented to respondents

This cards will be discussed, rated in term of level of interested and finally ranked

The objective of this first phase is to allow to respondents to gain enough knowledge of the product to

structure a quality first spontaneous messaging

The concept cards


WHAT IS THE PRODUCT?

WHAT ARE THE PRODUCT TOP BENEFITS?

(In one sentence or 2 sentences – be fact based – do not try to convince)

(In a few sentences – Maximum 5 sentences – No bullet points – Try to make sentences)

ON WHICH ASPECTS THE PRODUCT IS BETTER THAN COMPETION?

(In a few sentences – Maximum 5 sentences – No bullet points – Try to make sentences)

WHAT WOULD BE THE BEST CONVINCING AND DIFFERENTIATING COMUNICATION TO YOUR PEERS?

(In a few sentences – Maximum 10 sentences – No bullet points – Try to make sentences – Imagine that you need to convince one of your pears)

Work cession format and instructions

This work will be first done in collaboration with the laboratory product management team

The laboratory and the mini-groups’ respondents should work on the same format and instructions


Cession Organization

PAPER BOARD 1:STEP 2: Spontaneous cessionWhat is the product?What are the product top benefits?On which aspects the product is better than competition?What would be the best convincing and differentiating communication to your pears?STEP 4: Writing of an improved communication taking the best of both the first spontaneous work and the laboratory communication

PAPER BOARD 3Clean recopy of the spontaneous cession (simultaneously to the discovery of laboratory communication)

ModeratorRespondent 1Respondent 2

Respondent 3Respondent 4

Moderator assistant

PAPER BOARD 2:STEP 3: Display of the laboratory communication (same format and instructions)

STEP 1: Display of concept cards one by one, discussion, rating and rankingRespondents will keep the cards all along the cession

30 min.

45 min.

10 min.

30 min.


Main research outputs


Ranking of cards per target

1

1,5

2

2,5

3

3,5Adapted range

Proven efficacy

Product safetyEasy handling

Improved observance

Primary target

Secondary target 1

Secondary target 2

Can you rank these cards by level of interest? (RANKING FOR EACH RESPONDENT)

N= 60 individual ranking

FICTITIOUS DATA


The optimum branding, communication and core messaging

Abc Abc

AbcAbc

EXTRACTION OF THE BEST SENTENCES FROM THE COUNTRY WORK CESSIONS

US Germany Italy France

China UK Spain Brazil

FREQUENCY OF EACH SELECTED CONCEPT IN THE OPTIMUM COMMUNICATION

Mentioned by 5 to 8 countries Mentioned by 3 to 4 countries

Mentioned by 2 countries Mentioned by only 1 country

Baxter original sentence


Optimum messaging (1/2)

An indication of the role of HDL on atherosclerosis has been with the rare Apo-A1 Milano human genetic variant of this HDL protein. A small short-term trial using bacterial synthetized human Apo-A1 Milano HDL in people with unstable angina produced fairly dramatic reduction in measured coronary plaque volume in only 6 weeks vs. the usual increase in plaque volume in those randomized to placebo. The trial was published in JAMA in early 2006. Ongoing work starting in the 1990s may lead to human clinical trials—probably by about 2008. These may use synthesized Apo-A1 Milano HDL directly. Or they may use gene-transfer methods to pass the ability to synthesize the Apo-A1 Milano HDLipoprotein. Methods to increase high-density lipoprotein (HDL) particle concentrations, which in some animal studies largely reverses and remove atheromas, are being developed and researched. Niacin has HDL raising effects (by 10 - 30%) and showed clinical trial benefit in the Coronary Drug Project and is commonly used in combination with other lipoprotein agents to improve efficacy of changing lipoprotein for the better. However most individuals have nuisuance symptoms with short term flushing reactions, especially initially, and so working with a physician with a history of successul experience with niacin implementation, careful selection of brand, dosing strategy, etc. are usually critical to success.

FICTITIOUS DATA


Optimum messaging (2/2)

Niacin has HDL raising effects (by 10 - 30%) and showed clinical trial benefit in the Coronary Drug Project and is commonly used in combination with other lipoprotein agents to improve efficacy of changing lipoprotein for the better. However most individuals have nuisuance symptoms with short term flushing reactions, especially initially, and so working with a physician with a history of successul experience with niacin implementation, careful selection of brand, dosing strategy, etc. are usually critical to success. An indication of the role of HDL on atherosclerosis has been with the rare Apo-A1 Milano human genetic variant of this HDL protein. A small short-term trial using bacterial synthetized human Apo-A1 Milano HDL in people with unstable angina produced fairly dramatic reduction in measured coronary plaque volume in only 6 weeks vs. the usual increase in plaque volume in those randomized to placebo. The trial was published in JAMA in early 2006. Ongoing work starting in the 1990s may lead to human clinical trials—probably by about 2008. These may use synthesized Apo-A1 Milano HDL directly. Or they may use gene-transfer methods to pass the ability to synthesize the Apo-A1 Milano HDLipoprotein. Methods to increase high-density lipoprotein (HDL) particle concentrations, which in some animal studies largely reverses and remove atheromas, are being developed and researched.

FICTITIOUS DATA


Reasons to Believe

Functional Benefits

Emotional Benefits

Brand Core

From the optimum messaging to the branding

Brand positioning

Optimized Product composition

Superior Clinical study results

Unique Pharmacodynamic property

Longer Shelf-life

Less allergyAllow storage in wards

Superior patient response and quicker patient recovery

I am proud to prescribe the ultimate generation of drug in this category

I simplifies my life

Proud to prescribe the Ultimate drug that will Simply

and Safely make my patients Better Faster

An indication of the role of HDL on atherosclerosis has been with the rare Apo-A1 Milano human genetic variant of this HDL protein. A small short-term trial using bacterial synthetized human Apo-A1 Milano HDL in people with unstable angina produced fairly dramatic reduction in

measured coronary plaque volume in only 6 weeks vs.

What are the key observably unique features of the product?

How do the features address the functional of physician?

How does that make physician feel?

What unique value does the brand deliver to the physician?

Short messaging that motivates physician to use the brand for new patients and switch existing patients wherever appropriate

FICTITIOUS DATA


The study design key assets

Easy internal selling / Team building: The international team and country managers will seat 6 hours

together and build with the research sponsor the laboratory optimum messaging

The product managers assist the optimization of their messaging: High credibility of the research

output

We can get their optimum messaging in their own words and expressions

The product & research product team can assist to the entire fieldwork cessions: Possible in-depth

implication in the optimum messaging building

Communication agencies testimony that the research outputs (optimum messaging + the brand

house) really helps making optimum visual aids (visuals & detailing aids)

The research is simple, pragmatic and highly actionable


Le test d’image


Objectifs du test d’image

Objectif principal

Identifier parmi 3 à 4 proposition d’image la plus impactante et différenciante chez le neurologue

S’assurer que l’image véhicule les bénéfices fonctionnels et émotionnels du produit identifiés dans

les phase préalables

Objectifs secondaires

Tester l’image parmi les cibles secondaires

Objectif marketing: Identifier l’image la plus efficace véhiculant de façon impactante et différentiante les bénéfices fonctionnels et émotionnels du produit


Cibles et taille d’échantillon – Test de l’image

200 questionnaires semi-directifs de 20 minutes auto-administrés sur Internet

Résultats statiquement fiables sur plusieurs critères raionnel et émotionnels à +/- 6%

Les répondants sont recrutés parmi la liste de médecins ciblés fournis par le laboratoire

Phase de « callibrage » - face à face studio 40’ 12

Neurologues 6

Infirmières neurologie 3

MG ciblés 3

Phase quantitative – Internet 20’ 200 (IC< +/6 %)

Neurologues 100

Infirmières neurologie 50

MG ciblés 50


Principe de l’évaluation de la mémorisation immediate

Flash retention- 1ère partie -

Les visuels sont exposés quelques secondes – On peut inclure d’autres visuels

d’autres marques (“Caviardage”)

Perturbation

Réponse aux questions de signalétique volontairement

perturbante

Mémorisation- 2ème partie -

Les visuels sont cachés

Mémorisation spontanée des images (top of

mind)

30 Secondes 5 minutes

Source: Roberts R, Gibson E et al. J Psycholinguist Res. 2002

Les visuels sont cachés


Les zones du cerveaux activées par une image

HEMISPHERE DROIT

HEMISPHEREGAUCHE

Bénéfices fonctionnels

véhiculés

Réaction de plaisirBénéfices

émotionnels véhiculés

Déclenchement d’émotions

Degré de familiarité

Messages véhiculés

RATIONEL - VERBALISE EMOTIONEL– NON VERBALISE

IMPACT ET MEMORISATION

CONFIANCE

Sensations véhiculées

FORMEFOND(Marque, Titre, Accroche, etc.)


L’Echelle Visuel Analogue (VAS) de la réaction de plaisir

Le cerveau humain est en constante quête d’oxygène, de sucre … et de plaisir

Tous, nous nous arrêtons naturellement sur une image qui génère du plaisir

Le niveau de plaisir prend source dans l’hémisphère droit et ne doit pas être verbalisé au risque d’être corrigé

par l’hémisphère gauche qui rationalise

Le niveau de réaction de plaisir généré par un visuel est directement corrélé à l’impact et l’attractivité

Pouvez-vous me m’indiquer le niveau de plaisir visuel que vous procure cette image?

Image 2: 3,3

Image 4&5: 4,0

Image 3: 4,7

Image 1: 4,6

Source : The International Affective Picture System (Lang et al. 1988)


L’Echelle Visuel Analogue (VAS) du niveau de déclenchement d’émotion

L’émotion prend source dans la partie droite du cerveaux et va activer une zone de mémorisation durable

On parle aussi bien d’émotion agréable que désagréable

Comme pour le plaisir, il vaut ne mieux pas verbaliser et préférer une échelle visuelle analogue

Le déclenchement de l’émotion dans un visuel permet de garantire une mémorisation durable

Image 2: 4,1

Image 5: 4,3

Image 4: 3,6

Image 1: 4,82Image 3 : 3,97

Pouvez-vous me m’indiquer le niveau d’émotion que vous déclenche la vue de cette image?

Source : The International Affective Picture System (Lang et al. 1988)


The international affective picture system“Modesty”, “Awe” and “Concentration” best describe the feelings conveyed by the image 2 and 4

Calm Excited

1

1Pleasant

Unpleasant

2 3 4 5 6 7

1

8 9

2

3

4

5

6

7

8

9

Triumphant

Sexually Excited

Aroused

AggressiveDomineering

Grateful

Concentrating

Haughty & Lonely

Ennui

Bored

Uninterested

Anxious

Shy

Humiliated

Contempt

Co-operative

Pain Angry

Image 2

Image 4

Image 1Image 3

Image 4

Quietly indignant

Relaxed

Quiet

Interested

Disdainful

Modest

Depressed

Awed

Sources : The International Affective Picture System (Lang et al. 1988)

Perceptual map of pictures in Pleasure x Arousal space :


Identification de l’image la plus efficace sur des critères rationnels et émotionnels prédéfinis

Mémorisation flash: 1erImpact émotionnel : 1erBénéfices émotionnels : 2èmeBénéfices fonctionnels : 1ère ex aequoContinuité image précédente: 1er

Impact émotionnel: Plaisir visuel, Suscite l’émotion , Degré de familiaritéBénéfices émotionnels: Puissance, Sécurité, Rapidité, ContrôleBénéfices fonctionnels: Rapidité d’action, Longue durée d’action, Maniable chez les patients ambulatoires, Patient reste autonome

Titre 1 : Préféré par 59% des rép.

FICTITIOUS DATA

Mémorisation flash: 2èmeImpact émotionel: 3èmeBénéfices émotionnels : 1erBénéfices fonctionnels : 1ère ex aequoContinuité image précédente: 2ème

Mémorisation flash: 3èmeImpact émotionel: 2èmeBénéfices émotionnels : 3èmeBénéfices fonctionnels : 2èmeContinuité image précédente: 3ème


Voir le questionnaire type fourni

Axess Research - 10/10/09 Présentation Infostat Document written by: Xavier BOUTRY - Research...

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