Oncologist message strategy engagement

In an increasingly competitive category, a global pharma company needed to define the most impactful messaging strategy for an established brand. It was critical to deeply understand medical oncologists’ prescribing behavior, especially the implicit why of their decision making, and then leverage those insights to develop a clearly defined brand identity.

We know from experience that getting beneath the surface with oncologists can be challenging. In other words, oncologists do not easily dive deep into their feelings. We leverage behavioral sciences and anthropology techniques (such as projective tasking and tension-mapping) to move beyond the rational and tap into emotional drivers.

We know physicians, like all people, have increasing demands on their cognitive resources, and so they rely on mental shortcuts/heuristics when making decisions. We uncover the biases and heuristics at play in the current state of oncologists’ behaviors, and identify principles to understand and, if necessary, overcome these barriers.

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Based on this deep understanding of emotional and social mindsets, the client was able to develop strategies to inform and power their communication strategy and overarching marketing strategy across key EU markets.