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Case
Study Marketing
Strategy Focus Groups Situation:
A
large biotechnology company needed more information about how clinicians
and patients perceived and were reacting to the evolving controversy about the
company’s major product.
Actions:
Worked
with company staff, legal counsel, and other consultants to develop and
structure stakeholder focus groups.
Evaluated published information and expert opinions about the controversy,
identified the key issues important to each stakeholder group, and summarized
these findings and translated them into stakeholder appropriate language and
questions to prepare the team for the focus groups.
Outcome:
The company adjusted its marketing and alliance development activities in
response to the stakeholders’ concerns and perspectives.
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