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  • Digital insights for contact lens market growth
    • 08/27/15
    • Health
    • Digital Market Intelligence
    • Singapore
    • English

    Digital insights for contact lens market growth

    We helped Alcon optimize its digital communications strategies so that it could strengthen its position in a growing market for contact lenses.

  • Digital insights for contact lens market growth
    • 08/27/15
    • Health
    • Digital Market Intelligence
    • United Kingdom
    • English

    Digital insights for contact lens market growth

    We helped Alcon optimize its digital communications strategies so that it could strengthen its position in a growing market for contact lenses.

  • Delivering insights for optimal positioning of a new pharma brand
    • 08/26/15
    • Health
    • Market Opportunities and Innovation
    • Global
    • English

    Delivering insights for optimal positioning of a new pharma brand

    GfK's proprietary framework gave the client strategic guidance about how it could take ownership of a first-line treatment market.

  • Delivering insights for optimal positioning of a new pharma brand
    • 08/26/15
    • Health
    • Market Opportunities and Innovation
    • Belgium
    • English

    Delivering insights for optimal positioning of a new pharma brand

    The company wished to maximize the potential of its new and legacy dermatology brands.
    The goal: To take ownership of the first-line treatment market.

  • Delivering insights for optimal positioning of a new pharma brand
    • 08/26/15
    • Health
    • Market Opportunities and Innovation
    • Singapore
    • English

    Delivering insights for optimal positioning of a new pharma brand

    The company wished to maximize the potential of its new and legacy dermatology brands.
    The goal: To take ownership of the first-line treatment market.

  • Delivering insights for optimal positioning of a new pharma brand
    • 08/26/15
    • Health
    • Market Opportunities and Innovation
    • United Kingdom
    • English

    Delivering insights for optimal positioning of a new pharma brand

    The company wished to maximize the potential of its new and legacy dermatology brands.
    The goal: To take ownership of the first-line treatment market.

  • Delivering insights for optimal positioning of a new pharma brand
    • 08/26/15
    • Health
    • Market Opportunities and Innovation
    • United States
    • English

    Delivering insights for optimal positioning of a new pharma brand

    The company wished to maximize the potential of its new and legacy dermatology brands.
    The goal: To take ownership of the first-line treatment market.

  • Breakfast moment insights deliver business benefits
    • 08/26/15
    • Health
    • Market Opportunities and Innovation
    • Global
    • English

    Breakfast moment insights deliver business benefits

    GfK's qualitative and quantitative research gives Belgian retailers and manufacturers compelling insights into what happens at the breakfast table each morning.

  • Breakfast moment insights deliver business benefits
    • 08/26/15
    • Health
    • Market Opportunities and Innovation
    • Singapore
    • English

    Breakfast moment insights deliver business benefits

    The company wished to maximize the potential of its new and legacy dermatology brands.
    The goal: To take ownership of the first-line treatment market.

  • Breakfast moment insights deliver business benefits
    • 08/26/15
    • Health
    • Market Opportunities and Innovation
    • United Kingdom
    • English

    Breakfast moment insights deliver business benefits

    The company wished to maximize the potential of its new and legacy dermatology brands.
    The goal: To take ownership of the first-line treatment market.

    • 08/23/15
    • Health
    • Global
    • English

    Five steps for optimizing your marketing investments in an increasingly digitalized multi-channel health market

    The number of touchpoints your stakeholders have with brands is ever-expanding, from traditional to digital and beyond. Successful brands use positive and memorable experiences to connect and build long-term relationships with customers like healthcare professionals (HCPs) that are foundational for future market success. So how do you ensure success for your brand?

         

      1. 1. Understand in which context the brand communication is happening

      2.  

    Besides measuring brand awareness and prescription behavior and preferences, it’s important to examine where the activity surrounding your brand communication is occurring. Whether it’s sales representatives’ visits, medical ads in physician journals or patient feedback on social media, coverage of the entire breadth of the multi-channel environment is essential.

       

    1. 2. Identify those touchpoints that have the strongest influence on the professionals’ prescribing behavior or recommendations

    2.  

    Across the paid, owned and earned activities mix, which ones are most impactful and have the strongest emotional imprint that drive a higher ROI? Which ones are underperforming? Besides distinguishing touchpoints that are more or less in control (paid, owned, earned), it’s important to also think of digital versus non-digital touchpoints or activities related to patients versus HCP target audience and so forth.

       

    1. 3. Understand the impact of each brand experience point and its implications – memorability can be good and bad

    2.  

    Measuring touchpoint reach is not enough to understand impact. As any experience (sales rep visit, patient feedback, congress, and other points of contact) leaves an emotional trace, there is a need for innovative measures. That is why in most health brand tracking studies GfK calculates a ConX score for each touchpoint. From a marketing perspective, it is of interest which HCPs had a memorable and positive experience and which had a memorable but negative experience. This score enables you to compare the experience of your touchpoints relative to your competition. Recent studies in health show better differentiation between touchpoints and brands with the ConX score than standard analysis.

       

    1. 4. Don’t underestimate the importance of measuring the changing customer experience over time

    2.  

    GfK has a similar approach to the ConX score with the more recently introduced RBX metric, which stands for the “recent brand experience.” It measures the dynamic reality of changing customer experiences over time. Any significant evolution on this indicator invites an in-depth analysis of each touchpoint experience.

       

    1. 5. Ensure your metrics capture a 360-degree perspective of your patient’s or the physician’s experiences with your brand

    2.  

    Recent health studies where both ConX and RBX metrics were captured, especially in more complicated therapeutic areas like oncology where you might have several therapy lines including branded, generic and drug combination therapies, show a clear and better differentiation between brands compared to traditional metrics only. Both metrics combined will help you achieve a comprehensive picture of the physician’s (or patient’s) experiences with your brand.

    With this knowledge you can determine whether you have created a positive emotional imprint with the HCPs and to what extent this is effectively driving your targeted business outcomes.

    For further information, contact Jan Guse.

    • 08/21/15
    • Health
    • Global
    • English

    Uncovering the emotional components of brand equity in health research

    It’s really no surprise that physicians’ decisions on drug choices are not reached through rational thinking exclusively. Although healthcare professionals (HCPs) will tell you that facts determine their decisions, we all know that emotional and social effects play a crucial role as well. That’s why you might want your ATU tracker to move beyond measuring only awareness, trial and usage to offering insights for a better understanding of brand equity. The problem is that most ATUs track brand health by measuring intended behavior or using an index that combines both measures. These more traditional brand KPIs often fail to differentiate between brands, do not provide valid information on the emotional and social bonds HCPs form with brands and provide only limited information on a brand’s future potential. Thus there is a need for more sophisticated and holistic brand health metrics. What is essential is a valid equity evaluation. Further on in this article, we’ll discuss the importance of distinguishing latent and active brand equity.

    Recently, we instituted what we call customer brand relationships (CBR). Based on a well-proven qualitative research technique that uses metaphors, CBR unveils how consumers form relationships with brands. This new metric focuses on nine relationship types that can be clustered in three classes: strong relationship types, weak ones and those at risk.

     

    We assumed that physicians also develop relationships with specific prescription drugs. Obviously, emotions and social elements play an important role in their choices. Therefore, our metaphorical approach might also be used to measure the future potential of branded prescription drugs. To prove the concept in the health Rx world, we initiated a global validation study among physicians in a competitive category with newly launched “me-too” brands. Despite clinical similarities, strong preferences existed for different brands. The objective was to understand the underlying equities of the brands by exploring the preferences and relationship strengths physicians have with brands. The clear outcome was that strong relationship types are associated with higher prescription levels and market shares across countries and categories. Because of these findings, we applied the approach both in the Rx and OTC markets.

    In more complicated scenarios, where different types of treatment options are available (e.g., oncology where you might have branded therapies, generic and combination treatment options), the evidence is clear: There is a strong correlation between intensity of relationships with treatments and prescription behavior across different therapeutic areas and the applied technique helps uncover differences in brand bonding based on emotional elements.

    Our global R&D process is utilized among physicians only to “translate” the current set of relationship types into those that resonate better with the healthcare market. Based on a survey with 600 US and UK healthcare professionals and brands from six different prescription drug categories, we identified nine healthcare-specific relationship types.

    The importance of distinguishing latent and active brand equity

    By combining CBR with traditional and well-proven brand KPIs like brand preference, new brand KPIs can be built with a proven link to future business outcomes. Active brand equity, in this context measuring the number of HCPs with strong relationships and preferences for a specific brand, signals to what degree the brand has a potential to increase loyalty. Latent brand equity, measuring the number of HCPs with strong relationships but preference for other brands, illustrates the brand’s potential to be used more often in the future. Both KPIs together measure the brands potential to grow further in the future and generate a greater number of prescriptions.

     

    This approach is based on emotional connections consumers, or in the health context for example, HCPs or patients form with brands. It’s a crucial stepping stone to creating new strategies and prioritizing marketing activities that help improve the strength of relationships, thereby resulting in long-term brand equity.

    This article was co-authored by Jan Guse in Health.

    For more information, contact Oliver Hupp.

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