Challenge: Device manufacturer was considering a product and procedure that would treat back and leg pain caused by gradual deterioration of the lumbar disc. Could the concept be promoted to consumers, rather than physicians? How would consumers (who suffer from the condition) react to several alternative creative approaches? Would they understand the story? Would they relate it to their own condition?

Solution: Focus groups were conducted with consumers who suffer from leg and back pain. After discussing their condition, they were shown a series of proposed newspaper ads, and their response was solicited.

Result: The feedback from the participants enabled the sponsor to understand how the target audience viewed the progression of treatment for back and leg pain from self-medication (first stages) to surgery (last resort), and to see where their concept fell in that hierarchy. The results guided them in shaping their message, even identifying the best words to speak clearly and specifically to the patient’s situation.

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