LIFE is what we believe and live by.
Corbett Accel Healthcare Group believes in MarketMovingIdeas™. That means developing a strategic approach for achieving marketplace results – and executing it in the single most vivid and powerful way. Effective communications begins with an idea that is relevant, surprising and emotional; an idea that establishes a clear connection between the brand and its audience.
Our proprietary LIFE process ensures meaningful communication by uncovering the insight that will lead to this emotional connection for the health professional and often the patient.
To learn more, roll over a step of our process:
Learn
Exhaustively learn about the brand, the competition, and the customer.
In the learning phase, we immerse ourselves in total knowledge of the brand, looking at it from every angle: performance and planning, clinical trial learning, strategy, patient perspectives, SOV and positioning versus the competition, market dynamics, thought leader development, and lifecycle management strategies. In this phase we use every available syndicated and proprietary resource available to set benchmarks and goals for enhancing brand performance.
Intuit
Develop an insight that goes beyond the obvious.
To uncover unexploited opportunities for the brand, we employ a number of complementary methodologies, including innovative market research approaches that reach the more emotive level of communications. The objective is to seek the nonclinical attachment health professionals and patients have to their preferred brand, which can then be leveraged to enhance brand positioning. As part of this step, we conduct a positioning and personality workshop with multifunctional teams.
Focus
Determine the one key thought that you want your Target Audience to take away.
In this phase, we synthesize all the learnings into a creative brief that will serve as a blueprint for development of all subsequent communications. The brief contains a complete description of the brand essence, distilled from a carefully crafted and tested positioning statement. A well-executed positioning statement can and should serve the brand for a complete lifecycle, but may require adjustment if market dynamics shift in an unanticipated direction.
Engage
Develop creative solutions that are surprising, relevant, and emotional.
Finally, we output creative ideas and final marketing materials that are integrated strategically and creatively to engage the audience, maximize awareness, and stimulate demand through all channels.