IMBEDDING BRAND IN CONSUMER JOURNEY

Working within the broad digital ecosystem, we map the trigger points, decision points and many forks in the road along the consumer journey from need to purchase to consumption.

A CASE STUDY IN GETTING WHAT YOU ASK FOR

THE CHALLENGE

Once a prescription medication goes off patent, most patients get the generic – even when the patient and their doctor believe the branded medication works better. Our pharmaceutical client wanted to make sure those who wanted the brand could get it.

THE UNLOCK

By mapping consumer journeys for prescriptions, from symptoms to fulfillment, it became clear that, at every turn, prescriptions follow a “path of least resistance” – with doctors, pharmacists and insurance companies all leaning to generics. Getting the brand means patients need to raise their hand and ask for it – loudly and clearly — at the right time and place.

THE RESULT

Armed with the information about when and how patients need to intercept the prescription process, our client is able to turn the “path of least resistance” into the “path of patient preference” – with those who want the brand able to get it.
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