Meda Pharmaceuticals – Midnite

MidNite Buyer Research & Messaging

Situation

Meda Pharmaceuticals wanted to relaunch MidNite –a sleep aid product that was perceived as stale and was declining in sales nationwide.

Their Atlanta marketing team sought a target marketing strategy firm that would help them understand how to adjust their messaging and positioning in a manner that would resonate and activate consumers –particularly women.  The team also wanted to use this information to focus digital and on-going communications and advertisement efforts.

Solution

In order to understand their target audience’s motivations and triggers for purchase, we conducted buyer research that helped the team understand their buyer’s:

For future reference, we also developed a buyer profile that served as a reference guide to continuously focus their outreach efforts post launch.

Results

The buyer research helped support a product relaunch campaign that:



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E-Wise Communications