Case Study: BRYTER achieves clearer, more effective RRMM campaign messaging with Greenbook research

BRYTER sharpens RRMM campaign messaging with Greenbook

Greenbook partnered with Bryter, an award-winning insights consultancy, to address a challenge faced by a life sciences creative agency. The agency needed to develop a patient-facing campaign for a multiple myeloma treatment, requiring clear direction on impactful creative concepts and motivating messages while avoiding any language that could confuse or alienate the highly specific patient and caregiver audience.

Bryter implemented a sequential, mixed-method concept and message testing program. Their proprietary solution combined qualitative in-depth interviews with a quantitative validation process, including a heatmapping pre-task to capture spontaneous respondent feedback. This approach provided Bryter's client with a clear roadmap for campaign development, identifying the most effective creative territories, prioritizing resonant messaging, and removing confusing language, which gave the client greater confidence ahead of the campaign launch.

BRYTER