The Power of Insights

Every brand deserves a great advertising campaign. But great campaigns don’t just emerge without a good foundation. A critical element of that foundation is the insight: the unique point of view that informs the effort and gives it purpose. There’s a not-so-secret truth we hold dear at EVERSANA INTOUCH: Great campaigns start with great insights.  

All good creatives understand the value of a great insight. They’re a little like treasure maps. They give us what we need to strike gold.  

What is an insight? To understand what it is, it helps to understand what it is not. It is not a simple fact. It is not something you can just Google. “Doctors are overwhelmed with treatment choices” is an example of a fact, not an insight. An insight provides a deeper, more human understanding of the market, audience, or product​. It’s a point of view, a truth we’ve exposed that we believe others ​have missed. It takes what we know and synthesizes it into a rich, meaningful spark that inspires memorable creative. A great insight is an idea in and of itself.   

Let’s look at an example. EVERSANA INTOUCH partnered with the Global Lyme Alliance to help raise awareness around the little-known facts about Lyme disease. When our strategists dug in, they discovered a disconnect between perception and reality. Lyme disease is perceived to be a problem that exists outside city centers. But the facts prove otherwise. Ticks are just as prevalent in urban settings as in rural ones. Now let’s add into the mix another fact. Cities tend to be more racially diverse than rural areas, and on darker skin tones, the telltale rash from a tick bite blends in.  

We synthesized this information to develop our insight: Tick bites are harder to spot on darker skin, which leaves this population often misdiagnosed and untreated. With this insight as our spark, we created The Ticking Lyme Bomb program. It has two components: an awareness campaign, and a unique tool using AI and smartphone technology to detect tick bites on people of color. The Lyme Bomb Detector recognizes telltale signs of tick bites on all skin tones, especially darker ones, checks for common symptoms, and connects people to local doctors. It’s a real-world solution to an unrecognized problem. 

That’s the power of insights. We use them every day in our winning work for brands across the board.