This BA Health case study provided the client with the required information to launch a new drug. Targeted oncologists and hematologists across Australia, France, Spain, UK, USA, this qualitative study provided insights on optimal positioning elements, brand association with the elements for the campaign and found out the fit between branding elements and branding strategy. The survey not only designed a launch strategy for the new drug but also paved the way for the client‘s phase II investigational drug to receive fast track designation by the FDA
