Pharmaceutical, Brand Equity

 

BUSINESS SITUATION:

An International marketer of prescription medications for neurological conditions sought development of an ongoing research program to assess competitive brand equity and loyalty.

 

RESEARCH OBJECTIVES:

The client requested:

·         Assessments among primary care physicians and neurologists

·         Measurement of key elements of brand recognition and regard among physicians, to include assessment of perceived efficacy and impact on patients’ quality of life

 

METHOD:

Quantitative, online tracking

 

OUTCOME:

The client developed competitive brand equity and loyalty tracking metrics.  The client was also able to measure message retention among target physicians, which in turn led to the understanding of alignment in communications between physicians and the client’s sales force.

The findings of this project led to valuable analysis of linkage between attitudes and perceptions and prescribing behavior.