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GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers' experiences and choices.

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Here you can find the latest global news, studies and publications from GfK.

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    • 02/21/17
    • Health
    • Global
    • English

    5 smart moves biopharma needs to make to improve customer engagement

    Biopharma has no lack of touchpoints to optimize engagement with its most important stakeholders. Yet the industry is lagging behind in leveraging those crucial points of the customer journey to meet stakeholders where they are. Below are just five smart moves that biopharma can make to improve the customer experience and innovate successfully.
    1. Rethink engagement, experiences and relationships

    It’s time to question the effectiveness of pharmaceutical engagement with its stakeholders. The 15th Annual eyeforpharma Summit (March 14-16 in Barcelona) poses the questions*: “What’s stopping us from being patient-centric? Is it laziness? Or…is it simply too difficult to give up control?” The same organization recently partnered with The Health Perspectives Group** to review the state of direct-to-consumer (DTC) advertising in North America. They concluded that pharma companies are still overly reliant on TV advertising blitzes and have under invested in authentic patient-centered stories delivered via digital channels. This addiction to old-school push marketing has inflated DTC spending, yet has led to a decline in DTC ad awareness and patient pull-through. How can an industry with such strong scientific roots and talent get it so wrong?
    1. Take advantage of the new digital realities

    Unclear guidance from regulatory agencies has led to genuine industry-wide caution when activating digital channels. However, this doesn’t explain a drop in digital pharma advertising spending (excluding search) in the US from 2015 to 2016. Digital shyness can’t be the result of resource constraints because TV, radio, magazine and radio ad spending all increased during this same period. What’s more, new drug applications (NDAs) are back to record highs, so the industry has a great innovation story to tell. And the mobile app surge continues even though most branded and unbranded health apps have few users. Meanwhile, companies are struggling to reorient and redeploy sales forces to take advantage of the new digital realities. We are in a post-iPad world, where the rep and account manager can be curators of targeted and relevant digital content. Yet biopharma still uses outmoded recall and share-of-voice metrics when gauging detail effectiveness.
    1. Innovate from a new playbook

    To paraphrase the futurist William Gibson: The future is already here, it’s just not widely distributed. Plenty of pioneering examples within and outside the biopharma industry heed some basic principles:
    • Build experience around the patient and customer, not around the product – beyond the pill can be more than a cliché.
    • Don’t rely on digital as a medium for pushing branded messages; rather, use it as an opportunity to connect in a two-way conversation.
    • Don’t try to exert too much control as a marketer because you are no longer in control – instead engage, reward, nurture and adapt.
    • Look outside our industry for great examples of enduring customer engagement and consumer-centricity – especially when developing unbranded ways of engaging.
    • Upgrade your multichannel marketing content – multichannel marketing requires multichannel content and multichannel measurements. For example, upgrade sales force effectiveness programs with multichannel modules.
    1. Draw from examples from pharma pioneers

    There are plenty of success stories such as AbbVie’s patient access programs, Novartis’ real-world psoriasis patient stories (fueled by the largest-ever global survey of PsO patients in over 30 countries) and Otsuka’s fusion of traditional and digital therapies. These are just a few of the pioneers that will gather at eyeforpharma in Barcelona in March to share the best and brightest ideas for engagement with patients and customers.
    1. Join us at eyeforpharma Barcelona in March

    Join the dialogue as we exchange ideas for advancing the art and science of customer engagement. I will be hosting the Digital Transformation and Customer Engagement tracks on Day 2 of the conference, Wednesday, March 15. If biopharma makes these five smart moves, they will have the tools to innovate through richer relationships with a breadth of stakeholders, by embracing the new digital reality and by continuing the transformative dialogue on customer engagement. The conversation continues outside of the conference. We invite you to join us for a meeting onsite anytime during the eyeforpharma program, or be our guest for a special dinner where you can meet other industry peers. Join us Wednesday, March 15 at OneOcean Club, overlooking the beautiful Barcelona marina Schedule a meeting and join us for dinner at OneOcean Not going to Barcelona? Just click here to pre-register for GfK’s post-conference briefing sharing the best and brightest ideas from Barcelona. *Chairman comments in program for 15th Annual eyeforpharma Barcelona Summit **The Great DTC Shake-up: Patient perspectives on direct-to-consumer advertising
    • 02/21/17
    • Geomarketing
    • Geodata
    • Global
    • English

    GfK study on product-line purchasing power in Poland

    Poland's 2016 retail purchasing power was approximately €89 bil. Around 43 percent of these funds were spent on food, beverages and tobacco products. Basic supply items – food, clothing, health/hygiene – comprised just under two-thirds of Poland's retail purchasing power. But according to GfK's new study, the amount and distribution of this purchasing power varies substantially from region to region.
    • 02/16/17
    • Technology
    • Global
    • English

    Mobile technology and the balancing act of global and local marketing

    The expansion of the digital world through mobile technology has leveled today’s marketing and advertising playing field, providing tools and techniques to reach a worldwide audience. But is going global the best way to make the most of your multi-channel marketing, or do you run the risk of your products and campaigns getting lost in translation across cultures? To truly maximize your effectiveness, you must find an appropriate balance between global scale and local differentiation.

    Marketing in a digital, mobile world

    In what was once a highly segmented, geographically limited market, advances in technology and the lower cost of mobile devices have introduced a new set of rules for marketers and advertisers alike. Developing and emerging markets are leaping headlong into the digital world, which now embraces millions of consumers who were left behind in a desktop-centric environment.  But while global consumers share many powerful commonalities, marketers who want to leverage the worldwide scale of a global audience run the risk of missing the boat by not integrating local differences and nuances into their campaigns. Mass media channels like Facebook and Google, for example, can be used to target or research consumers on a global scale, but there are many other popular platforms and apps whose appeal is profoundly local.  One of the 10 most popular apps in Indonesia, for example, is Gojek, which allows users to book a ride on the back of someone else’s motorcycle.  Completely indigenous to that country, this ride-sharing app was recently valued at $1.3 billion. Local opportunities such as this must be considered when experimenting with advertising effectiveness.

    Getting the global-local balance right

    Another key to finding this macro/micro balance is being mindful of global market segments that may have distinctly local flavors. In one region, members of a certain segment may have a preference for particular types of mobile apps or ways of communicating, while in another area they use their mobile phones or smartphones very differently. It’s important for global marketers and advertisers to affirm the best that each approach has to offer – to be wise about the time spent tailoring to local markets, while also not leaning too heavily on global sameness. Experimentation may take time, but regularly fine tuning your approach between global scale and local customization will lead to effectiveness improvements that can pay huge dividends. This blog post has been adapted from an article in AMA Marketing News.
    • 02/15/17
    • Connected Consumer
    • Global
    • English

    Explore the world of the Connected Consumers through our insights

    Consumers are more connected than ever. New technologies and the benefits they bring have a significant impact on people’s behavior and their relationships with brands. Find out what that means for your business!
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