Optimising a campaign for a new COPD treatment through creative effectiveness research

The client, a leading pharmaceutical manufacturer of treatments for COPD was preparing to launch a creative campaign for its new triple therapy , and needed to ensure the campaign would resonate with healthcare professionals and stand out in a competitive and highly regulated market.

Key challenges included:

• Communicating a clinically complex product in a clear, engaging way
• Ensuring the creative cut through in a crowded respiratory landscape
• Balancing scientific credibility with emotional impact
• Understanding which elements of the campaign would drive memorability, relevance, and intent to prescribe

The client required robust evidence to optimise the campaign prior to launch and maximise its commercial effectiveness.

Bryter partnered with the client to evaluate and refine the campaign using a multi layered creative testing framework, combining qualitative depth with structured diagnostic insight.

1. Deep-dive creative evaluation

• Conducted qualitative interviews with target HCP audiences (respiratory specialists, GPs)
• Explored reactions to campaign assets, including:
  • Messaging clarity
  • Visual impact and distinctiveness
  • Credibility and clinical believability
• Identified initial points of confusion, misinterpretation, and disengagement

2. Diagnosing drivers of effectiveness

We applied a structured framework to assess:

• Attention – does the creative stand out in context?
• Comprehension – is the message understood quickly and accurately?
• Relevance – does it align with real clinical needs and patient profiles?
• Motivation – does it influence perceptions and prescribing intent?

This enabled a clear understanding of what was working, what wasn’t, and why.

3. Behavioural and emotional insight

• Identified the emotional and cognitive triggers that drive engagement in this category:
  • Trust in clinical evidence
  • Confidence in treatment efficacy
  • Reassurance around patient outcomes
• Assessed how well the campaign balanced rational proof points with emotional resonance

4. Actionable optimisation

• Provided clear, prioritised recommendations across:
  • Messaging hierarchy and simplification
  • Visual storytelling and branding cues
  • Terminology and claims clarity
• Highlighted opportunities to strengthen:
  • Initial cut-through
  • Speed of understanding
  • Recall and differentiation

The study enabled the clientto refine and strengthen the campaign before full rollout, delivering:

• Improved clarity of key product messages and clinical benefits
• Stronger engagement with HCP audiences through more impactful creative
• Greater confidence that the campaign would cut through and resonate in market
• A clear, evidence-based roadmap for ongoing campaign optimisation