brand tracking in consumer healthcare
Case Studies
The Brief
Conduct an annual tracking study to inform the future brand & sales strategy of 10 consumer health care categories amongst healthcare professionals (GPs & Pharmacists). Four waves of research have been conducted which provide critical brand and market metrics and insight into the competitive standing of the client’s brands in each category and the effectiveness of sale and marketing activities.
Conduct an annual tracking study to inform the future brand & sales strategy of 10 consumer health care categories amongst healthcare professionals (GPs & Pharmacists). Four waves of research have been conducted which provide critical brand and market metrics and insight into the competitive standing of the client’s brands in each category and the effectiveness of sale and marketing activities.
The approach
Quantitative online methodology with approximately 850 GPs and Pharmacists with a base of n=150 per HCP audience per category, divided equally across Sydney, Melbourne and Brisbane.
Quantitative online methodology with approximately 850 GPs and Pharmacists with a base of n=150 per HCP audience per category, divided equally across Sydney, Melbourne and Brisbane.
The challenge
Managing the complexity of running concurrent studies across 10 different healthcare categories, 3 locations and 2 HCP audiences is the key challenge. The solution was to randomly allocate HCPs to complete 2-3 sections based on category recommendations.
Managing the complexity of running concurrent studies across 10 different healthcare categories, 3 locations and 2 HCP audiences is the key challenge. The solution was to randomly allocate HCPs to complete 2-3 sections based on category recommendations.
The insight
10 individual reports were delivered providing an in-depth analysis of brand health including awareness, recommendation by frequency and volume, barriers to recommendation and key competitor analysis.
10 individual reports were delivered providing an in-depth analysis of brand health including awareness, recommendation by frequency and volume, barriers to recommendation and key competitor analysis.
The outcome
The client has leveraged these insights to assess the effectiveness of HCP activities and the development of marketing plans. Insights have also been incorporated into sales presentations and referenced in advertising. This has resulted in a strong portfolio of market leading brands, an increase in HCP recommendation and sales growth.
The client has leveraged these insights to assess the effectiveness of HCP activities and the development of marketing plans. Insights have also been incorporated into sales presentations and referenced in advertising. This has resulted in a strong portfolio of market leading brands, an increase in HCP recommendation and sales growth.
