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8/8/2019 Resonance - Disguised Pharma example 11-10
CONFIDENTIAL and NOT FOR DISTRIBUTIONCONFIDENTIAL and NOT FOR DISTRIBUTION
Resonance lets MD reveal what they reallyResonance lets MD reveal what they really(passionately) want from treating these(passionately) want from treating thesepatients:patients:
MD role happy comfortable with my advice joyful 8.8
MD role responsible keep up concerning literature joyful 8.7
MD role intelligent I have knowledge others don't joyful 8.6
MD role interested that's my business joyful 8.4
MD role intelligent I can let the patient know how much I know joyful 8.0
MD role fulfilled I am doing my job joyful 7.6
MD role fulfilled this is important for long term health joyful 6.4
MD role good doing the right thing joyful 6.2
MD role right makes you feel good joyful 6.0
MD role proud to prescribe it joyful 5.8
MD role glad feeling I did something nice joyful 5.2
MD role fulfilled I've performed my duty joyful 4.5
MD role fulfilled I expect it of myself joyful 2.1
MD role ebullient enjoy sharing knowledge joyful 2.1
MD role helpful healer joyful 1.6
MD role helpful good that I can help people joyful 1.0
MD role glad support patients to accept Rx joyful
MD role proud enjoy seeing success eager 10.0
MD role excited I like practicing preventive medicine eager 9.1
MD role eager it will allow me to comfort patients concerns eager 8.8
MD role willingfeel good about benefiting my patients in helping to
prevent PM osteoporosis & implicationseager 8.0
MD role confident medication beneficial eager 7.2
MD role enthused enthusiastic to help eager 7.2
MD role concerned I feel the need to help eager 7.0
MD role eager would like to help eager 5.2MD role reliable as a health care giver eager 4.8
MD role dependable as dispenser of medical information eager 4.8
MD role enthused chance to help eager 4.5
MD role happy happy to be able to help people eager 4.0
MD role effectual what we are trained for eager 4.0
MD role eager to provide quality care eager 4.0
MD role excited good for my #'s eager 3.3
MD role enthusiasmpositive re: ability to help a woman avoid the pain &
suffering involved with osteoporosis and fractureseager 3.2
ISSUEISSUE EMOTIONEMOTION WHY I FEEL THIS WAYWHY I FEEL THIS WAY CATEGORYCATEGORY INTENSITYINTENSITY
8/8/2019 Resonance - Disguised Pharma example 11-10
CONFIDENTIAL and NOT FOR DISTRIBUTIONCONFIDENTIAL and NOT FOR DISTRIBUTION
Resonance lets MD reveal what they reallyResonance lets MD reveal what they really(passionately) want from treating these(passionately) want from treating thesepatients:patients:
MD role happy comfortable with my advice joyful 8.8
MD role responsible keep up concerning literature joyful 8.7
MD role intelligent I have knowledge others don't joyful 8.6
MD role interested that's my business joyful 8.4
MD role intelligent I can let the patient know how much I know joyful 8.0
MD role fulfilled I am doing my job joyful 7.6
MD role fulfilled this is important for long term health joyful 6.4
MD role good doing the right thing joyful 6.2
MD role right makes you feel good joyful 6.0
MD role proud to prescribe it joyful 5.8
MD role glad feeling I did something nice joyful 5.2
MD role fulfilled I've performed my duty joyful 4.5
MD role fulfilled I expect it of myself joyful 2.1
MD role ebullient enjoy sharing knowledge joyful 2.1
MD role helpful healer joyful 1.6
MD role helpful good that I can help people joyful 1.0
MD role glad support patients to accept Rx joyful
MD role proud enjoy seeing success eager 10.0
MD role excited I like practicing preventive medicine eager 9.1
MD role eager it will allow me to comfort patients concerns eager 8.8
MD role willingfeel good about benefiting my patients in helping to
prevent PM osteoporosis & implicationseager 8.0
MD role confident medication beneficial eager 7.2
MD role enthused enthusiastic to help eager 7.2
MD role concerned I feel the need to help eager 7.0
MD role eager would like to help eager 5.2MD role reliable as a health care giver eager 4.8
MD role dependable as dispenser of medical information eager 4.8
MD role enthused chance to help eager 4.5
MD role happy happy to be able to help people eager 4.0
MD role effectual what we are trained for eager 4.0
MD role eager to provide quality care eager 4.0
MD role excited good for my #'s eager 3.3
MD role enthusiasmpositive re: ability to help a woman avoid the pain &
suffering involved with osteoporosis and fractureseager 3.2
ISSUEISSUE EMOTIONEMOTION WHY I FEEL THIS WAYWHY I FEEL THIS WAY CATEGORYCATEGORY INTENSITYINTENSITY
“ “ T o b e t h e o m n i s c i e n
t a u t h o r i t y …
T o b e t h e o m n i s c i e n t a u t h o r i t y …
“ “ F u l f i l l e d - t o p e r f o r m
F u l f i l l e d - t o p e r f o r m
m y s w o r n d
u t y … ”
m y s w o r n d
u t y … ”
“ “ I n t e l l i g e n t … I h a v e
I n t e l l i g e n t … I h a v e
k n o w l e d g e o t h e r s d o n ’ t … ”
k n o w l e d g e o t h e r s d o n ’ t … ”
“ “ E n t h u s e d b y m y
E n t h u s e d b y m y
n e e d t o h e l p … ”
n e e d t o h e l p … ”
8/8/2019 Resonance - Disguised Pharma example 11-10
•Aggressive campaignAggressive campaignwith fear tactics;with fear tactics;caused patients tocaused patients todemand time fromdemand time fromMD’s to calm themMD’s to calm themand educate themand educate them
Re-LaunchRe-Launch
•Less aggressive onLess aggressive onfeatures, morefeatures, moreattentive to individualattentive to individualmotivationsmotivations
•
•Focusing on MD roleFocusing on MD rolewith older womenwith older womenpatients, highlightingpatients, highlightinggoal of preservinggoal of preservingolder women’solder women’shealth & lifestylehealth & lifestyle
•Using spokespersonUsing spokespersonto connect with end-to connect with end-users’ personalusers’ personalneeds + wantsneeds + wants(lifestyle(lifestylemaintenance &maintenance &
Misfired LaunchMisfired Launch•No real focus -No real focus -
emphasizedemphasizedspecialists andspecialists andcertain other MDcertain other MDdemographicsdemographics
•Trained in product’sTrained in product’sfeatures andfeatures andbenefitsbenefits
•Struggled withStruggled with
competingcompetingsegmentationsegmentationschemes (none of schemes (none of which predicted MDwhich predicted MDbehaviors very well)behaviors very well)
Re-LaunchRe-Launch•Focused sales effort onFocused sales effort on
potential early adopterspotential early adopters(defined by motivations(defined by motivationstoward specific therapy)toward specific therapy)