Case Study
Defining a Clear and Compelling Market Position for an Innovative Cardiac Ablation System
overview
Crafting a Patient-Centric Message for an Innovative AFib Treatment
As a leading medical device company prepared to expand its atrial fibrillation (AFib) portfolio, our client sought to position and communicate the benefits of their device to both patients and healthcare providers. Through a multi-phase research initiative—including qualitative (positioning and creative evaluation) and quantitative message testing—we provided foundational insights that guided campaign development for this novel, minimally invasive cardiac treatment.
THE PROBLEM
Low Awareness and High Anxiety About Ablation
AFib patients often perceive ablation as a last resort. The concept of “burning” or “freezing” heart tissue felt invasive and frightening, and many were unaware of alternative ablation types—let alone emerging technology. Likewise, referring physicians (general and interventional cardiologists) were familiar with traditional methods but required strong data and clear differentiation to confidently discuss newer modalities with patients.
Key challenges included:
- Overcoming misconceptions and fear of ablation among patients
- Demonstrating to physicians that the new system offered clinical advantages compared to traditional ablations
- Identifying messaging that could motivate and inspire action among two very different audiences
OUR APPROACH
Layered Qual + Quant Research to Drive Messaging Strategy
To address these barriers and guide brand development, our research program was designed in three strategic stages:
1) Qualitative Positioning Exploration
- Conducted webcam IDIs with AFib patients, most of whom had not undergone ablation
- Explored their emotional and rational concerns, current treatment beliefs, and disease awareness
- Evaluated multiple premise statements to identify which inspired trust and motivated action
2) Qualitative Creative Evaluation
- Assessed early messaging concepts, tagline directions, and value propositions
- Used highlighter exercises to pinpoint both appealing and unclear elements in ad copy
- Identified themes that resonated with AFib patients
3) Quantitative Message Testing
- National survey with AFib patients and Referring Physicians
- Each evaluated multiple message territories on metrics including appeal, clarity, trust, motivation, and uniqueness
- Employed Bradley-Terry analysis to fairly rank message strength despite split exposure
The result
Clear Messaging that Drives Action and Builds Confidence
This comprehensive research led to validated messaging across audiences that:
- Uncovered key insights that identified the most relevant positioning opportunities
- Guided positioning and messaging decisions based on what resonates and motivates action among patients and referrers
- Delivered actionable recommendations to refine creative elements for both patients and referrers
Informed Campaign Development
- The insights directly informed the development of targeted messaging strategies for direct-to-patient (DTP) and direct-to-referrer (DTR) campaigns.
- Messaging frameworks were designed to build awareness, trust, and motivation, ensuring differentiation from existing treatment options.
- Research findings guided content refinement for future campaigns, ensuring all materials addressed audience-specific needs and decision-making drivers.
proven experience
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