brand tracking in the skincare market
Case Studies
The Brief
To benchmark and track critical brand and market metrics, providing insight into the competitive landscape of different skincare categories to guide the development of sales and marketing plans.
To benchmark and track critical brand and market metrics, providing insight into the competitive landscape of different skincare categories to guide the development of sales and marketing plans.
The approach
An online survey of General Practitioners, Pharmacists and Dermatologists covering six skincare categories. The survey covered themes such as brand awareness and recommendation, barriers and drivers for recommendation, frequency of brand recommendation and trends and innovations in skincare.
An online survey of General Practitioners, Pharmacists and Dermatologists covering six skincare categories. The survey covered themes such as brand awareness and recommendation, barriers and drivers for recommendation, frequency of brand recommendation and trends and innovations in skincare.
The challenge
A key challenge was providing statistically robust brand recommendation claims from healthcare professionals that could be used in external brand communications. Brand recommendation claims from healthcare professionals can increase brand credibility and trust among consumers.
By calculating confidence intervals at the 95% confidence level, we were able to identify brand recommendation claims that could be used in marketing campaigns.
A key challenge was providing statistically robust brand recommendation claims from healthcare professionals that could be used in external brand communications. Brand recommendation claims from healthcare professionals can increase brand credibility and trust among consumers.
By calculating confidence intervals at the 95% confidence level, we were able to identify brand recommendation claims that could be used in marketing campaigns.
The insight
Across the three healthcare professional groups, reasons for brand recommendations varied. General practitioners typically recommended brands based on efficacy, formulation, and familiarity; while Pharmacists reference brand equity and product price, range, and availability to guide recommendations to consumers. Dermatologists were primarily recommending products based on their formulation and efficacy in treating skincare conditions.
Across the three healthcare professional groups, reasons for brand recommendations varied. General practitioners typically recommended brands based on efficacy, formulation, and familiarity; while Pharmacists reference brand equity and product price, range, and availability to guide recommendations to consumers. Dermatologists were primarily recommending products based on their formulation and efficacy in treating skincare conditions.
The outcome
This research provided actionable insights into brand positioning and performance which have been used for brand planning, marketing and sales strategies for the client’s skincare brands.
This research provided actionable insights into brand positioning and performance which have been used for brand planning, marketing and sales strategies for the client’s skincare brands.
