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Insights / Case studies / Healthcare & Life Sciences

Illustrative case study · Healthcare & Life Sciences

Consumers liked one identity, and physicians chose the other.

A pharma company had two candidate corporate identities and one budget to take the winner to all four of its markets, if a single identity could carry it everywhere. We interviewed 1,200 physicians and adult consumers in four countries, and the report followed in 14 days.

Illustrative scenario
Samplen = 1,200

Illustrative report

Pharma Brand Identity Test

Which of two identities appeals more, looks like a company that makes medicines, and wins when people see both?

Study architecture

01
Rate the appealEach person sees one identity alone and rates it
02
Test the fitDoes it look like a company that makes medicines?
03
Force a choiceBoth identities side by side, then one pick

Scope

A pooled vote can favor one identity while physicians, a third of the sample, prefer the other.

Sample

1,200

Practicing physicians and adults who filled a prescription in the past year.

Research by UserCue
Study typeMonadic A/B test
ScenarioIllustrative
Brand identity test · Executive reportExecutive summary

Executive summary

Consumers favor Identity B, physicians favor Identity A, and the split holds in every country

The 1,200 physicians and adult consumers in four countries each rated one identity, then chose between both. Consumers find Identity B more appealing and pick it 72% to 28%. Physicians rate Identity A a far better fit for a medicines company, 74% against 47%, and pick it 73% to 27%. The pooled vote favors B only because consumers make up two-thirds of the sample.

74%half of 400
of physicians rate Identity A a fit for a medicines company
68%n = 400
of consumers find Identity B appealing
73%n = 400
of physicians pick Identity A when they see both
57%n = 1,200
pick Identity B in the pooled vote

Figures rounded. Each identity rated alone by half the 400 physicians and half the 800 consumers.

Top lines

1Consumers find Identity B more appealing, and physicians rate the two about evenMonadic appeal by identity and audience03
2Physicians see a medicines company in Identity A, and a consumer brand in BMonadic fit by identity and audience04
3Consumers pick B and physicians pick A, in every countryPaired preference by country05
4A pooled vote picks B only because consumers outnumber physiciansPooled and audience-level preference06
5Sample, cells and checksCountries, audiences and how people qualified07
AAppendixIdentity boards, question flow and tables09

Sample

1,200 physicians and adult consumers

Segments

400 physicians, 800 consumers

Method

Monadic A/B, then a paired choice

Markets

Countries A to D

Illustrative report. The company, scenario, and all figures are fictional.

Illustrative report02
Illustrative reportExecutive summary

Illustrative example. The company, scenario, and all figures are fictional. They show UserCue’s method and deliverable format. They do not come from any client study.

The engagement

Illustrative scenario
Delivered in
14

days, with the report, the data file and a live readout.

Interviews
1,200

Practicing physicians and adult consumers in Countries A to D.

Audiences
2

400 physicians and 800 adult consumers.

Method
Monadic A/B

Each person rated one identity alone, then picked between the two.

The brief
Client

A pharma company

Decision

Which corporate identity to take to all four markets

Stage

Identity test, before a global rollout

How we ran it
Approach

AI-moderated interviews with a monadic A/B identity test

Measured

Appeal, fit for a medicines company, final preference

Sample

Physicians and adult consumers in four countries

Headline figures

Physician fit74%

of physicians rate Identity A a fit for a medicines company, against 47% for B

Consumer appeal68%

of consumers find Identity B appealing, against 47% for A

Pooled vote57%

of all 1,200 pick Identity B when they see both, a lead built on consumers

The question

Can one identity carry the company in four markets?

The company had outgrown an identity designed long ago and had two candidates to replace it. The rollout budget waited on one test, run the same way with physicians and with adults who fill prescriptions in each of its four markets.

1

Which identity appeals more, by country and audience?

2

Which one looks like a company that makes medicines?

3

Which do physicians and consumers pick when they see both?

What we did

How the study ran, start to finish.

  1. 1Kickoff

    Two identities, one rollout budget.

    Which of two identities can carry the company in all four markets? The kickoff turned it into three questions: which identity appeals more, which looks like a company that makes medicines, and which one people pick when they see both.

  2. 2Design

    Four countries, a monadic A/B test.

    Practicing physicians and adults who filled a prescription in the past year qualified: 400 physicians and 800 consumers across Countries A to D. Each saw one identity alone for appeal and fit, then both together for preference.

  3. 3Fielding

    Every country in its own language.

    Voice or text interviews in local languages mixed quant and qual at a 26-minute median; each low fit score was probed for what the company seemed to make. The researcher read all 1,364 and removed 164 for rushed responses, duplicates or retired physicians, leaving 1,200.

  4. 4Analysis

    The audiences split in every country.

    The researcher lined up physicians against consumers in each of the four countries. A pooled vote favored Identity B 57% to 43%, yet physicians chose A 73% to 27%, and no country reversed that.

  5. 5Readout

    A 27-point fit gap among physicians.

    Country by country, the researcher went through the 35-page report live with the brand team: appeal, fit and preference by audience, translated verbatims and respondent-level data. The company took Identity A to all four markets and moved B’s palette into patient materials.

What we found

Four findings from the report.

Summary

Consumers prefer Identity B and physicians prefer Identity A, in all four countries. Physicians also rate A far more fitting for a medicines company, a 27-point gap. A pooled vote picks B, 57% to 43%, only because the sample holds two consumers per physician.

Brand identity test · Executive reportTop line 1
1

Top line 1 of 4

Consumers find Identity B more appealing, and physicians rate the two about even

1 Q4. How appealing do you find this identity? Five-point scale, monadic, one identity per respondent.

Each respondent first saw one identity alone. 68% of consumers found Identity B appealing, against 47% for Identity A1. Physicians split almost evenly, 57% for A and 55% for B. B’s appeal with consumers stayed between 66% and 70% in every country, and 39% of consumers called it warm.

68%n = 400
of consumers find Identity B appealing
47%n = 400
of consumers find Identity A appealing
57%half of 400
of physicians find Identity A appealing
55%half of 400
of physicians find Identity B appealing

Appeal of each identity, by audience, monadic cells

Appealing, top-two box, by identity and audience

50100Identity B, consumersn = 40068%Identity A, consumersn = 40047%Identity A, physicianshalf of 40057%Identity B, physicianshalf of 40055%

Consumers who find Identity B appealing, by country (n = 100 each)

Country A66%Country B70%Country C67%Country D69%

Word consumers chose most for Identity B (n = 400)

Top word39%34%18%
WarmModernClinicalOther

Monadic cells: each respondent rated one identity before seeing the other. Top-two box on a five-point scale. In each country, half of each audience rated Identity A and half rated B.

Supporting evidence

  • B’s appeal with consumers stays between 66% and 70% in every country. § 3.2
  • Physicians rate the two identities two points apart on appeal: 57% for A, 55% for B. § 3.3
Illustrative report03
Brand identity test · Executive reportTop line 2
2

Top line 2 of 4

Physicians see a medicines company in Identity A, and a consumer brand in B

1 Q6. Does this identity look like a company that makes medicines? Five-point scale, monadic, one identity per respondent.

Fit was asked in the monadic cell too: does this look like a company that makes medicines? 74% of physicians rated Identity A a fit, against 47% for Identity B, a 27-point gap1. When physicians scored B low, the probe drew the same picture: it looked like a wellness app or a consumer brand. Consumers rated fit closer, 66% for A and 63% for B.

74%half of 400
of physicians rate Identity A a fit for a medicines company
47%half of 400
of physicians rate Identity B a fit
66%n = 400
of consumers rate Identity A a fit
63%n = 400
of consumers rate Identity B a fit

Fit for a company that makes medicines, by identity and audience

Fits a company that makes medicines, top-two box

50100Identity A, physicianshalf of 40074%Identity B, physicianshalf of 40047%Identity A, consumersn = 40066%Identity B, consumersn = 40063%

What B looked like to physicians who scored its fit low (n = 73)

Coded open responses44%37%19%
Wellness appConsumer brandSomething else

Physicians rating Identity A a fit, by country

Country A72%Country B76%Country C76%Country D72%

Fit asked in the monadic cell, before any comparison. Open responses coded by the researcher; shares are of physicians who scored B in the bottom two boxes.

Supporting evidence

  • Physician fit for A runs from 72% to 76% across the four countries, highest in Countries B and C. § 4.2
  • Consumers rate the two identities three points apart on fit: 66% for A, 63% for B. § 4.3
Illustrative report04
Brand identity test · Executive reportTop line 3
3

Top line 3 of 4

Consumers pick B and physicians pick A, in every country

1 Q8. Now that you have seen both, which identity would you rather see on this company’s medicines? Single select, n = 1,200.

After the monadic block, everyone saw both identities side by side and picked one. Consumers chose Identity B 72% to 28%, and physicians chose Identity A 73% to 27%1. No country reversed either result: physician preference for A ran from 70% to 78%, and consumer preference for B from 67% to 77%. The identity seen first made no material difference.

72%n = 800
of consumers pick Identity B
73%n = 400
of physicians pick Identity A
78%highest country
physician preference for A, Country C
67%lowest country
consumer preference for B, Country C

Final preference after seeing both identities, by country

Physicians who pick Identity A, by country (n = 100 each)

50100Country A70%Country B74%Country C78%Country D70%

Consumers who pick Identity B, by country

Country A74%Country B70%Country C67%Country D77%

Final preference, all physicians (n = 400)

Physicians73%27%
Identity AIdentity B

Paired choice after the monadic block; left and right placement of the two boards was rotated. Each country holds an equal share of the physician and consumer samples.

Supporting evidence

  • Country C is the most divided: physicians favor A most there, and consumers favor B least. § 5.2
  • Respondents who rated A alone first were no more likely to pick it. § 5.3
Illustrative report05
Brand identity test · Executive reportTop line 4
4

Top line 4 of 4

A pooled vote picks B only because consumers outnumber physicians

1 Q9. How much do you like the colors of Identity B? Five-point scale, asked after the paired choice, n = 1,200.

Pooling every respondent changes the picture. Across all 1,200, Identity B wins 57% to 43%1, because consumers make up two-thirds of the sample. Weight the two audiences equally and A edges ahead. Physicians pick A 73% to 27%, yet both audiences like B’s palette: 75% of consumers and 58% of physicians. No country changes the pattern: consumer preference for B runs from 67% to 77%, and physician preference for A from 70% to 78%.

57%n = 1,200
pick Identity B in the pooled vote
43%n = 1,200
pick Identity A in the pooled vote
2.7×n = 400
physicians pick Identity A 2.7 times as often as B
69%n = 1,200
like B’s palette, whichever identity they picked

Pooled and audience-level preference for Identity B

Pick Identity B, by base

50100All respondentsn = 1,20057%Consumersn = 80072%Physiciansn = 40027%

Pooled preference (n = 1,200)

All respondents57%43%
Identity BIdentity A

Like Identity B’s palette, by audience

Consumers (n = 800)75%Physicians (n = 400)58%All respondents (n = 1,200)69%

The sample holds two consumers per physician so each audience reads with precision; the pooled figure reflects that design and does not estimate market share. Palette liking asked after the paired choice.

Supporting evidence

  • Even among physicians, 58% like B’s palette, though 73% of them picked A. § 6.2
  • Weighted equally by audience, Identity A edges ahead of B. § 6.3
Illustrative report06
Top line 1 of 4 · page 03Illustrative report · top line 1 of 4 · swipeIllustrative report
1
Question 1 · Appeal

Consumers find B more appealing; physicians rate the two about even.

Seeing one identity alone, 68% of consumers found Identity B appealing against 47% for Identity A. Physicians rated them close, 57% for A and 55% for B. B’s appeal with consumers ran from 66% to 70% across the four countries.

Identity B, consumers68%
Identity A, physicians57%
Identity B, physicians55%
Identity A, consumers47%
Appealing, top-two box · half of each audience per identity
2
Question 2 · Fit

Physicians see a drug company in A and a consumer brand in B.

74% of physicians rated Identity A a fit for a company that makes medicines, against 47% for B, a 27-point gap. Physicians who scored B low most often said it looked like a wellness app. Consumers rated fit closer, 66% for A and 63% for B.

74%Identity A, physicians
47%Identity B, physicians
Fits a company that makes medicines, top-two box · half the 400 physicians per identity
3
Question 3 · Preference

In every country, consumers pick B and physicians pick A.

After seeing both identities, consumers chose B 72% to 28% and physicians chose A 73% to 27%. Physician preference for A ran from 70% to 78% across the four countries, and consumer preference for B from 67% to 77%.

Identity A, physicians73%
Identity B, consumers72%
Identity A, consumers28%
Identity B, physicians27%
Final preference after seeing both · n = 400 physicians, n = 800 consumers
4
Question 3 · Pooled vote

A pooled vote would have picked B.

Across all 1,200 respondents, Identity B wins 57% to 43%, a lead built on consumers, who make up two-thirds of the sample. Among the 400 physicians, Identity A wins by more than two to one, 73% to 27%.

57%Identity B, all respondents
73%Identity A, physicians
Final preference · n = 1,200 all respondents vs n = 400 physicians
“B looks like an app I would download. A looks like a company I would trust with what my patients take.”
Primary care physician · Illustrative quote

Illustrative quotes

Three themes behind the numbers.

Fit
“The second one could be selling yoga mats. When I prescribe something, I want the company behind it to look like it runs a lab.”
Physician
Warmth
“The blue and orange one feels friendly, like an actual person would pick up the phone if I called.”
Adult consumer
Both
“I chose the first one, but I’d take the second one’s colors. They’re all I remember of it.”
Specialist physician

What the pharma company did

Three moves made with the report.

1The identity · from finding 2

Took Identity A to all four markets.

Physicians rated A a far better fit for a medicines company, 74% against 47%, with at least 72% in every country.

2The palette · from finding 4

Moved B’s palette into patient materials.

Patient education materials and the consumer site now use B’s colors under Identity A’s mark; 75% of consumers and 58% of physicians liked that palette.

3The rollout · from finding 3

Cut the separate versions for each market.

No country reversed the result, so the separate versions budgeted for each market came out of the rollout plan.

Illustrative example. The company, scenario, and all figures are fictional. They show UserCue’s method and deliverable format. They do not come from any client study.

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