Vault Bioventures was engaged to define and lead a global pharmaceutical positioning project to evaluate whether or not to alter the current brand positioning based upon a clinical study underway, define the methodology and predict the proposed result.
The study was a phase III trial that had the potential of demonstrating transformational results, along with a new indication. Based upon existing and future data, Vault Bioventures’ internal strategy and ideation session with members of our commercial and clinical team resulted in a wide range of positioning territory options. We proposed an array of positioning options and supporting message elements to our client, which included strong rationale for a full brand repositioning. Viewed as a larger shift than the client envisioned, the repositioning recommendation was initially rejected. After providing additional supporting rationales, the repositioning recommendations were subsequently accepted and included in the consolidated group of positioning concepts tested in key global markets.
While all positioning concepts tested well, a clear leader was identified which was powerful, differentiated, compelling, and credible. Subsequently, based upon the strong performance in research, our client accepted the recommendation to reposition the brand pending final trial results.