Sagio have created, developed and continually refine a methodology called Finding the Red Thread. It is built on the premise that “the red thread exists when the actions are wholly reflective, ensuring that logic flows through these elements of the insight, as a result of each insight flowing through each stage of the planning.” The Red Thread process focusses on:
Understanding & Analysing The Environment / Therapy Area
Understanding & Analysing The Brand / Customer Behaviour
The Point Of Focus
From the analysis define the key drivers for brand success.
E.G. Gain acceptance for X as treatment of choice after class Y by end 2010. With measure specific to each marketing mix element.
1 or 2 key goals specific to the marketing mix element.
E.G. Gain lead sov with GP's for X vs competitors by end Q1. Measured by customer recall.
Define how to deliver the Csf
E.G. Increase call volume by in primary care 15% by the end of Q1. Measured by calls input to Etms.
Specific detailed SMAT actions that will deliver the red thread ®
E.G. Primary care managers to recruit 5 new reps by end June vs ??ILLEGIBLE TEXT?? to 1.4 by the end 2010 as recorded in Etms.