Generating oncologist engagement “hooks”
How can we generate real interest from a single data point?
Our client had just launched into a new cancer indication. Despite highly exciting clinical trial data, engagement and uptake from HCPs remained low, in part due to the barriers of habit oncologists had built around more established drugs. They needed a fast-turnaround solution to jump-start their messaging strategy in under 6 weeks.
We developed messaging hooks with internal Medical and Marketing teams and HCPs, using IDIs and two SWARM sessions. SWARM sessions identified not only the most compelling need states to target through messaging, but also delivered strong language validation to inform a compelling new messaging strategy.