About This Project

An established oncology brand facing increasing competition sought to conduct research in order to anticipate and prepare countercompetitive brand messages.


Six Degrees recommended a unique “war-gaming” approach to test messages not only for the client’s brand but also to test anticipated launch messages to be used by its competitor, going so far as having the creative agency develop sales materials for both brands. Stimuli were presented, discussed and probed in such a way that physicians never knew which brand was the sponsor. As a result, research revealed deeper insights than typical, enabling the client’s brand and sales teams to develop an effective countercompetitive messaging strategy.