Global Positioning for a Novel T2D Drug CHALLENGE Determine HCP global positioning for new long acting DPP-4 inhibitor SachsIdentify most relevant, believable and differentiating positioning for new productDetermine key reasons to believe (RTBs) to support preferred concept – linking positioning and RTBs to end user benefitUnderstand emotional benefit of client’s product by laddering up from end use benefitsAssess preferred target patients and their core treatment needs APPROACHMulti-country research with PCPs, Endocrinologists and Cardiologists in US, Germany, France, Korea, Japan and Brazil using in-person IDIs. Creative techniques were used to uncover emotional as well as functional benefits of Product X using Brand Neighborhood, Laddering and InconiCards. TPP of new product reviewed an

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