This is one of about two dozen test campaigns I directed to prepare the market for the launch of new clinical data to promote a new perspective about treatment options
for late-stage lung cancer. Highly visual and deceptively simple, the therapeutic concept came through strongly in each of the language versions tested.
This was not the campaign that ran, however, it scored high enough to make it to the final three ideas tested in the U.S. and Europe. The tag line I developed, “Maintain Control. Maintain Possibilities,” resonated strongly with doctors across all EU regions and was picked up for the produced campaign.
The research process produced a valuable finding for me, and the client. When marketing to physicians, it’s not just what’s in it for them. It’s what’s in it for their patients.