Optimising patient communications: Adcept and message testing for a Multiple Myeloma campaign

Bryter partnered with a life sciences creative agency to support the development of a patient facing campaign for a treatment targeting relapsed/refractory multiple myeloma (RRMM).

The campaign needed to resonate with a highly specific and experienced patient group, individuals who had progressed beyond first-line therapy as well as their caregivers. The client required:

• Clear direction on which creative concepts would be most impactful and motivating
• Identification of messages that would drive engagement and support treatment consideration
• Early detection of any language or claims that could confuse, alienate, or demotivate audiences

Given the complexity of the disease and treatment journey, it was critical to ensure communications were both clinically credible and emotionally meaningful.

Bryter designed and delivered a sequential, mixed method concept and message testing programme, combining qualitative depth with quantitative validation.

1. Heatmapping and highlighting pre-task

• Using an online platform for patients and caregivers to review concepts and messaging prior to interview
• This tool ensured that respondents views of what stood out, what they liked and any areas of confusion or concern were spontaneous, unbiased and unaffected by the research process

2. Qualitative Concept Exploration

• Conducted in-depth interviews with RRMM patients and caregivers in the US
• Tested multiple creative concepts (4–6) to understand:
  • Clarity and interpretation
  • Emotional resonance
  • Relevance to patient experiences

3. Message Evaluation and Optimisation

• Assessed a broad range of potential campaign messages and patient information to identify
  • Messages that were motivating and memorable
  • Information that was both differentiatnig and credible
  • Language that raised concerns, caused confusion, or triggered concern or skepticism 

This structured approach ensured the client could move from exploratory insight to clear, evidence-based decisions

The study delivered a clear roadmap for campaign development, including:

• Identification of the most effective creative territories for engaging RRMM patients and caregivers
• Prioritised messaging aligned to patient needs, experiences, and treatment stage
• Removal of potentially confusing or less effective language, strengthening communication clarity
• Greater confidence in campaign direction ahead of launch