Qualitative Research Uncovers Critical Risks in Multi-Brand Pharmaceutical Rebranding Effort
Konovo’s Multi-Brand Website Redesign Qualitative Case Study demonstrates how targeted patient research can safeguard brand reputation and optimize marketing strategy. Partnering with a global pharmaceutical company, we used the Konovo I2 platform to conduct 45-minute web-enabled interviews with 20 U.S. patients prescribed at least one of the company’s brand-name medications. Our full-service approach included expert study design, agile recruitment, in-depth moderation, real-time reporting, and final analysis. Findings revealed that the proposed redesign’s theme and language risked damaging brand perception, prompting an immediate pivot in website and campaign direction. This proactive research prevented costly missteps and ensured future branding strategies aligned with patient needs and expectations.
