Visual Aid Campaign (Segmented Audience using Biometrics)
To develop a targeted Professional sales literature piece (VisAid) that would convey the key benefits in the most effective manner to 3 different professional audiences based on pre-defined metrics.
Personal one-on-one in-depth interviews with PCPs, Specialists and other Healthcare providers using a biometrics approach within the research.
- Biometrics allowed us to differentiate between cognitive and emotional responses and enhance the brand communication from those elements that might interfere with effective communication.
- Customized the professional sales aid to heighten the call-to-action and reason to believe elements. Research input resulted in a more compelling and relevant visual aid being developed.