Product Positioning

Situation

Our client acquired a product from another company and wanted to reposition the product with physicians.  The research was initiated in April for a re-launch in mid-June.

Solution & Task

We worked with the client and their ad agency to conduct four rounds of research.  We started with qualitative (three cities) and quantitative positioning research to learn which of four proposed product positions was most motivating to physicians.  This led to message development research, visual aid development research and visual aid testing research. 

Action

Our client was able to re-launch with a product position that was more energizing and motivating to physicians and sales representatives.