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Home Case Study: Specialized Medical Advertising

Selecting the right ad campaign

case_surgical_nurse
  • Challenge
  • Approach
  • Result

Challenge

In preparing to launch a breakthrough medical product, a multi-national corporation wanted to know: should we go with a traditional advertising approach or try something different?

Approach

We used a two-phased methodology to test the relevance and appeal of two campaigns, starting with web-based in-depth interviews with surgeons and surgical nurses, followed by a survey to measure and validate the qualitative data.

Result

Our research findings gave the marketing team the confidence to go with the less traditional approach – a “warmer” more “human-centric” advertising campaign. 

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