Harnessing AI to Deliver Insights, Faster
Situation
In early 2020, a pandemic swept over the United States. For several weeks, the country shut down. Businesses were closed. Upon its reopening, several corporations had unfinished business that was critical to complete. A pharmaceutical company was eager to talk with its target about a new drug intended to hit the market in 2021. Most potential audiences were unwilling and/or unable to meet in-person to view creative and discuss the positioning of the new drug brand.
Action
While online qualitative had been used extensively in the past, it was essential in this case to get it right. It was important to make sure that respondents felt comfortable discussing health issues during a very peculiar time. SmartThink used a proprietary platform as well as a proprietary screening technique in order to recruit and conduct in depth interviews.
Result
Insights gleaned from the research were essential in the development of effective messaging for both patient and physician.