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Brand equity is the accumulated value of the
brand image and identity in the patient and
doctor’s minds for pharmaceutical companies.
High brand equity helps increase sales, market
share, and customer loyalty, and can be
leveraged or transferred to entirely new medical
products. Therefore it has become a valuable
strategic asset and the key factor of generating
sustainable revenue growth for pharmaceutical
companies in today’s fierce competition. Strong
brand-building and measurement skills are
especially necessary and crucial for achieving a
success in the competitive healthcare industry.
Research Content:
Brand U&A
Aware:
Un-aided / Aided / Total recalls
Prescription status: trial/regular/1st
line
Prescription share
Brand Performance
Key
attribute ratings
Perceptual mapping of key competitive brands
Differentiation points of competitors
Message recall
Unaided message recall
Agreement on aided statements
Conviction to prescribe
Target patient type for key products
Promotional Activity Mapping
Promotional activities with highest impact on
prescription
Performance of key competitors for each activity
Sales Force Performance measurements
Visit Recall (when, timing proportional to
product introduction)
Share of Voice (frequency, length, quality
score, influence to prescription)
Key
attribute ratings
Perceptual mapping for key competitive players
Company Image measurements
The
whole image of the top company
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