The goal
Develop a value proposition and strategic messaging platform for a Phase 1 compound to ensure consistency throughout internal and external communications.
Case study
Building a positioning and messaging platform for a Phase I compound
Our approach
Competitor analysis
We began with an in-depth review of competitor data and messaging aimed at corporate partners, physicians, and patients. Using this information we constructed a detailed analysis of strengths, weaknesses, opportunities, and threats (SWOT) for each competitor to develop the competitive positioning of the client’s compound.
Strategic messaging workshop
We used the SWOT analyses to facilitate a workshop with team members involved in the compound’s clinical development. The session used a “wargame” exercise which encouraged participants to critically review their own SWOT, putting themselves in the shoes of their competitors, identifying attack and defence mechanisms before refining the key messages needed to best position the compound and support its clinical development.
Final narrative
Following the workshop, we integrated team insights into the platform to create a final key message framework and elevator pitch with supporting proof-points.
The impact
The workshop encouraged the team to reflect on the clinical development and look at the bigger picture. From this, we produced a compelling messaging platform that will underpin many future communications concerning the compound.
We loved this project because…
It gave us the opportunity to engage with the clinical operations and commercial teams and undertake a “deep dive” into the subject matter. We gained valuable insights into the team’s views on the clinical program and were able to introduce new perspectives to the messaging platform.
