1. Task

Workshop to develop first positioning concepts for a new medication.
Deepening of insights, understanding the attitude of physicians and patients
to the disease and its current medication.

2. Process

Two steps:
- Interviews with physicians and patients:
A deeper understanding of the findings to the overall attitude, barriers and opportunities towards the medication.
- Workshop:
Management summary of facts up-to-date, new learnings through interviews.
Brainstorming and group work: Development of relevant insights, definition of the product differentiation, development of first concepts for a positioning.
Participants: interdisciplinary, intercultural, multi-regional (Europe and
North-America).

3. Result

Common group understanding of the findings up-to-date, personal experience through the exchange with physicians and patients, concepts for a positioning test. next