Identifying messaging that works for a pharmaceutical company
The animal health division of an international biopharmaceutical company sought to better identify and understand the deep attitudinal antecedents associated with owning a cat or dog. G&R undertook a Belief Elicitation study in order to guide the marketing team’s content development decisions.
Method:
Guided group interviews were conducted among key target audiences to uncover deep thoughts and feelings about companion animals. A separate quantitative phase was used to dimensionalize the extent of these beliefs and values. A unique feature of the research was its focus on how one’s own feelings interact with his or her feelings of others to influence the views the individual holds.
Result:
With an emphasis on veterinary care decision-making and behavior, the research distinguished critical points of differentiation among segments of the population. It isolated the barriers of timely and adequate veterinary care, as well as specified the most promising messaging targets. Systematic differences in belief systems of different types of animal owners were shown to explain variance in behavior. These beliefs also presented unique messaging strategies aimed at helping family caregivers ensure their companion animals live longer, healthier lives.