Immunotherapy Company
Unlocking insights to transform growth in oncology
What we did:
Brand strategy · Emotive driver research · Message strategy
Challenge
As the first cell-based cancer immunotherapy in its category and one that’s been on the market for over 10 years, our client needed a deeper understanding of physicians’ core drivers and preferences for therapeutic selection treating their patients to increase uptake and drive long-term growth.
Insight
Leveraging a behavioral psychology approach for our research, we used ‘jobs to be done’ that allowed us to go deeper in our understanding, assumptions and barriers about physicians. By diving deeper into what oncologists are thinking, feeling, and doing — as it relates to their overall profession, patients, and treatment choice — we better understood why oncologists make choices for their patients.
Solution
Changing the perception of a leading cell-based immunotherapy among practitioners, we created a way for doctors to experience this therapeutic, reframing the discussion around treating cancer at the urologists’ and oncologists’ office. With breakthrough insights and in-depth strategic direction, the client company is able to improve connections with physicians beyond the surface level.