The Art of Creative Concept Research

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Our first blog in this series discusses the importance of message testing for biotech launch teams. This blog covers the value of creative concept research. 

Creativity plays a vital role in capturing you target audience’s attention and establishing an emotional bond. Creative concept research empowers small biotech companies to explore and refine various creative approaches, ensuring their marketing materials leave a lasting impression. In this blog, we will delve deeper into the importance of creative concept research and its impact on small biotech companies.

Use Concept Research to Create Emotional Appeal

It’s hard to deny that emotions play a significant role in healthcare decision-making. Biotech brand teams want their marketing to generate positive emotions around their products. Creative concept research allows biotech companies to test different creative ideas and analyze their emotional appeal on the target audience, both physicians and patients.

By understanding the emotional responses that different creative concepts elicit, brand teams can identify the ones that resonate the most with their audience. 

An emotionally compelling campaign can create a powerful connection with patients, making them more receptive to the product. Likewise, emotionally impactful visuals and messages can resonate with physicians, leading them to view the drug in a more credible light.

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Creative Concept Research Builds a Visual Identity

Regardless of the product, a strong visual identity is crucial for building brand recognition and recall. Creative concept research helps biotech brand teams explore different visual elements, color schemes, and design styles that align with their brand values and target audience preferences.

Through this research, biotech companies can identify the visuals that best represent their brand personality and product offerings. Consistent use of these visual elements across marketing materials creates a cohesive and recognizable brand identity. A well-established visual identity helps small biotech companies stand out in a crowded market and fosters a sense of familiarity and trust among physicians and patients.

Conduct Concept Research to Align Your Messages

The most effective marketing aligns both visuals and messaging. Creative concept research ensures that the brand’s visual communication supports its underlying message.

Visuals that are in sync with messaging reinforce the brand’s core value proposition and enhance the communication’s overall impact. Aligning visuals and messages also helps deliver a clear and cohesive brand message, which often leaves a lasting impression on the audience. A consistent and aligned creative approach strengthens the brand’s perception and facilitates better engagement with physicians and patients.

Tap into Social Media Engagement

Biotech companies have spent a decade tip-toeing into social media marketing. With a lot more understanding (and more clarity from regulatory and compliance teams) social media platforms can serve as powerful channels to reach and engage your target audience. Creative concept research helps identify visuals and messages that resonate well with the social media community, if that channel is part of your overarching strategy.

Brand teams can test different creative concepts to determine which ones receive the highest levels of engagement, shares, and likes on social media. Content that sparks interest and emotional responses might even go viral, extending the company’s reach and impact far beyond its immediate audience.

Take a look at this Dove ad that made the rounds on social media in April 2023. 

Yes, Dove is not a biotech company, but the company used social media to address an important and prevalent health issue (ironically, the dangers of social media on mental health) and powerfully communicate its message.

Whether your brand team makes social media a significant or smaller part of its overall marketing strategy, these platforms can be used to amplify brand awareness. Social media success can also drive up valuable word-of-mouth marketing, further boosting the brand’s online presence.

Creative concept research is an essential aspect of successful marketing for small biotech companies. By understanding the emotional appeal of different creative approaches, establishing a distinct visual identity, ensuring message alignment, and crafting engaging content for social media, biotech companies can create impactful campaigns that resonate with physicians and patients alike.

In the next blog, we will explore the significance of positioning research and its role in helping small biotech companies carve a niche in the competitive market. Stay tuned!

Elio Evangelista is a Senior Consultant at Vivisum Partners. His experience is based in in market research, benchmarking, marketing, and journalism. Email Elio at elio.evangelista@vivisumpartners.com