Selecting the Right Ad Campaign

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.