Our Growth Map sat at the heart of the new global brand strategy, built around two dimensions. One determined primarily by disease stage and speed of progression, to ensure the patient would ultimately be recognisable to healthcare professionals. And a subjective need lens which captured what the patient wanted from their treatment and quality-of-life to bridge the understanding gap with physicians.
This framework, embedded as part of a global summit, delivered the clarity of a single-minded opportunity space. One that delivered the promise of future dollars and the potential for distinctive Neupro brand strategy, positioning and messaging in an increasingly congested marketplace.
The only way of guaranteeing the longevity of the brand strategy was to cascade this throughout UCB’s multi-layered structure and demonstrate its commercial and patient benefit to those on the front-line.
A series of training workshops and test and learn feedback from the field allowed us to refine the activation and bring clarity of story for both physicians and the reps selling to them.