LearningConnect® Success Story

Relationship Marketing
Pharmaceuticals

pharma

Challenge

Elevate the consumer perspective within product design team’s planning efforts and define a new relationship marketing program for an adult incontinence product.

Process

A Team StartUp to share all relevant data followed by LearningConnect immersive workshops with patients suffering from A/I. During our workshops, patients shared the challenges and stories of how this condition impacted their lives. In addition, the team shared preliminary communication ideas with patients and harvested reactions for each unique segment. Following the workshops, Ah Ha! facilitated the team as they analyzed, synthesized and created segment profiles (fueled by the new learning and insights) that enabled creation of a new marketing campaign.

Results

Based on the project, a new marketing campaign was created that focused on humanizing and living with the condition – including the emotional connection to the product and daily lives. This new program drove awareness and eventually increased product sales.

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