Case Studies | Awareness Building

Awareness Building – Prescription Drug

Goal: The objective was to measure differences in brand awareness and the frequency of physician/patient discussions regarding a particular prescription drug, based on the delivery of different brand materials to patients.

Methodology: Three different types of patient kits were developed and distributed, with each version containing a different assortment of materials, focusing on a specific benefit of the subject drug. A control cell was also fielded to compare baseline measures.

Results: The success criteria for this project were based on: 1) a brand awareness index and 2) frequency of physician/patient discussions. The results in this case found that Patient Kit C had the highest performance index for the subject drug.

Performance of Patient Kit

Patient Kit C contained the greatest variety of information. It was judged that patients within this particular drug class sought a great deal of information, and were more comfortable in discussing the drug with their physician, based on a more in-depth understanding about it’s benefits and limitations.