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Axess Research - 10/10/09 Présentation Infostat Document written by: Xavier BOUTRY - Research director Axess Research 11 chemin des anciennes vignes 69410.

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Présentation au sujet: "Axess Research - 10/10/09 Présentation Infostat Document written by: Xavier BOUTRY - Research director Axess Research 11 chemin des anciennes vignes 69410."— Transcription de la présentation:

1 Axess Research - 10/10/09 Présentation Infostat Document written by: Xavier BOUTRY - Research director Axess Research 11 chemin des anciennes vignes Champagne au Mont dOr – France Tel

2 Axess Research - 10/10/092 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.

3 Axess Research - 10/10/093 Plan détude 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 image Test 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 dimage (tout les 5ans env.) Test nouvel ADV (1 à 2 ans) Test du dispositif

4 Axess Research - 10/10/09 Product positioning, branding & core messaging Example of methodology Document written by: Xavier BOUTRY - Research director Axess Research 11 chemin des anciennes vignes Champagne au Mont dOr – France Tel

5 Axess Research - 10/10/095 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

6 Axess Research - 10/10/096 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)

7 Axess Research - 10/10/097 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 dont mix the specialties (GPs with GPs, Specialists with specialists, etc.) Groups / Respondents Paris, Lyon, Marseille Neurologists3 Neurology nurses2 GP2 Total groups7 Max. respondents28

8 Axess Research - 10/10/098 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 OF YOUR 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 *Concept cards contains Features / Benefits & clinical evidence

9 Axess Research - 10/10/099 Dynamic mini-groups rules and main steps 4 in depth mini-groups per country – 16 respondents NEUROLOGISTSNURSES POSITIONING MESSAGING STEP 1 POSITIONING MESSAGING STEP2 LABORATORY POSITIONING MESSAGING First mini-group POSITIONING MESSAGING STEP 1 bis POSITIONING MESSAGING STEP3 FIRST GROUP POSITIONING MESSAGING Second mini-group POSITIONING MESSAGING STEP 1 POSITIONING MESSAGING STEP2 LABORATORY POSITIONING MESSAGING 1 mini-group POSITIONING MESSAGING STEP 1 POSITIONING MESSAGING STEP2 LABORATORY POSITIONING MESSAGING 1 mini-group 3x3 Hours2x3 Hours GP

10 Axess Research - 10/10/0910 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 EFFICACY Features: 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

11 Axess Research - 10/10/0911 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

12 Axess Research - 10/10/0912 Cession Organization PAPER BOARD 1: STEP 2: Spontaneous cession What 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 3 Clean recopy of the spontaneous cession (simultaneously to the discovery of laboratory communication) Moderator Respondent 1 Respondent 2 Respondent 3 Respondent 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 ranking Respondents will keep the cards all along the cession 30 min. 45 min. 10 min. 30 min.

13 Axess Research - 10/10/09 Main research outputs

14 Axess Research - 10/10/0914 Ranking of cards per target Can you rank these cards by level of interest? (RANKING FOR EACH RESPONDENT) N= 60 individual ranking FICTITIOUS DATA

15 Axess Research - 10/10/09 The optimum branding, communication and core messaging Abc EXTRACTION OF THE BEST SENTENCES FROM THE COUNTRY WORK CESSIONS USGermanyItalyFrance ChinaUKSpainBrazil FREQUENCY OF EACH SELECTED CONCEPT IN THE OPTIMUM COMMUNICATION Mentioned by 5 to 8 countriesMentioned by 3 to 4 countries Mentioned by 2 countriesMentioned by only 1 country Baxter original sentence

16 Axess Research - 10/10/0916 Optimum messaging (1/2) FICTITIOUS DATA

17 Axess Research - 10/10/0917 Optimum messaging (2/2) FICTITIOUS DATA

18 Axess Research - 10/10/0918 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 Pharmacodyna mic property Longer Shelf-life Less allergy Allow 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

19 Axess Research - 10/10/0919 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

20 Axess Research - 10/10/09 Le test dimage

21 Axess Research - 10/10/0921 Objectifs du test dimage Objectif principal Identifier parmi 3 à 4 proposition dimage la plus impactante et différenciante chez le neurologue Sassurer que limage véhicule les bénéfices fonctionnels et émotionnels du produit identifiés dans les phase préalables Objectifs secondaires Tester limage parmi les cibles secondaires Objectif marketing: Identifier limage la plus efficace véhiculant de façon impactante et différentiante les bénéfices fonctionnels et émotionnels du produit

22 Axess Research - 10/10/0922 Cibles et taille déchantillon – Test de limage 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 4012 Neurologues6 Infirmières neurologie3 MG ciblés3 Phase quantitative – Internet (IC< +/6 %) Neurologues100 Infirmières neurologie50 MG ciblés50

23 Axess Research - 10/10/0923 Principe de lévaluation de la mémorisation immediate Flash retention - 1ère partie - Les visuels sont exposés quelques secondes – On peut inclure dautres visuels dautres 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 Secondes5 minutes Source: Roberts R, Gibson E et al. J Psycholinguist Res Les visuels sont cachés

24 Axess Research - 10/10/0924 Les zones du cerveaux activées par une image HEMISPHERE DROIT HEMISPHERE GAUCHE Bénéfices fonctionnels véhiculés Réaction de plaisir Bénéfices émotionnels véhiculés Déclenchement démotions Degré de familiarité Messages véhiculés RATIONEL - VERBALISEEMOTIONEL– NON VERBALISE IMPACT ET MEMORISATION CONFIANCE Sensations véhiculées FORME FOND (Marque, Titre, Accroche, etc.)

25 Axess Research - 10/10/0925 LEchelle Visuel Analogue (VAS) de la réaction de plaisir Le cerveau humain est en constante quête doxygène, de sucre … et de plaisir Tous, nous nous arrêtons naturellement sur une image qui génère du plaisir Le niveau de plaisir prend source dans lhémisphère droit et ne doit pas être verbalisé au risque dêtre corrigé par lhémisphère gauche qui rationalise Le niveau de réaction de plaisir généré par un visuel est directement corrélé à limpact et lattractivité Pouvez-vous me mindiquer 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)

26 Axess Research - 10/10/0926 LEchelle Visuel Analogue (VAS) du niveau de déclenchement démotion Lémotion prend source dans la partie droite du cerveaux et va activer une zone de mémorisation durable On parle aussi bien démotion agréable que désagréable Comme pour le plaisir, il vaut ne mieux pas verbaliser et préférer une échelle visuelle analogue Le déclenchement de lémotion dans un visuel permet de garantire une mémorisation durable Image 2: 4,1 Image 5: 4,3 Image 4: 3,6 Image 1: 4,82 Image 3 : 3,97 Pouvez-vous me mindiquer le niveau démotion que vous déclenche la vue de cette image? Source : The International Affective Picture System (Lang et al. 1988)

27 Axess Research - 10/10/0927 The international affective picture system Modesty, Awe and Concentration best describe the feelings conveyed by the image 2 and 4 Calm Excited 1 1 Pleasant Unpleasant Triumphant Sexually Excited Aroused Aggressive Domineering Grateful Concentrating Haughty & Lonely Ennui Bored Uninterested Anxious Shy Humiliated Contempt Co-operative PainAngry Image 2 Image 4 Image 1 Image 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 :

28 Axess Research - 10/10/0928 Identification de limage la plus efficace sur des critères rationnels et émotionnels prédéfinis Mémorisation flash: 1er Impact émotionnel : 1er Bénéfices émotionnels : 2ème Bénéfices fonctionnels : 1ère ex aequo Continuité image précédente: 1er Impact émotionnel: Plaisir visuel, Suscite lémotion, Degré de familiarité Bénéfices émotionnels: Puissance, Sécurité, Rapidité, Contrôle Bénéfices fonctionnels: Rapidité daction, Longue durée daction, Maniable chez les patients ambulatoires, Patient reste autonome Titre 1 : Préféré par 59% des rép. FICTITIOUS DATA Mémorisation flash: 2ème Impact émotionel: 3ème Bénéfices émotionnels : 1er Bénéfices fonctionnels : 1ère ex aequo Continuité image précédente: 2ème Mémorisation flash: 3ème Impact émotionel: 2ème Bénéfices émotionnels : 3ème Bénéfices fonctionnels : 2ème Continuité image précédente: 3ème

29 Axess Research - 10/10/0929 Voir le questionnaire type fourni


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