Client
Global Pharma Company – Merck
Issue
Merck’s Belsomra sleep aid was new to the market and lacked consumer awareness and trial. It also works in a different way from existing sleep aids.
Merck needed to develop a communication and positioning strategy that would both communicate how Belsomra is different from other sleep aids and increase awareness and interest. As part of this strategy, they needed more information about key consumer targets, unmet needs, and white space opportunities in the category.
Approach
Methods: A unique challenge requires an innovative methodology. Murphy Research employed their proprietary HATCH methodology, an iterative, multi-method approach designed to both surface the insights needed and use them to drive innovation sessions with client stakeholders.
Output: Running multiple qualitative and quantitative studies in parallel allowed the team to identify and profile key consumer targets, identify unmet needs and opportunity spaces, and test potential communication strategies. Research insights were delivered directly into creative workshops with a large, cross-functional team and used to develop Belsomra’s communication campaign.
Impact
The team developed an award-winning, field-tested communication campaign for Belsomra. The resulting strategy successfully drove higher engagement among both consumers and the medical community, and Murphy Research’s work on the Belsomra campaign was awarded an Ogilvy award.
