Developing a pharmaceutical brand
Our insights and recommendations will give you the confidence to make the right strategic decisions as you develop the pharma brand
As the product nears launch, focus will turn to developing the product offering into a brand with its key benefits clearly defined and differentiated from competitors. Marketing will need to develop strategies for aspects of the brand such as pricing, positioning, promotion and packaging. Promotion is an important area with very specific challenges. Key questions which need to be answered at this stage include:
- What is the optimum product profile and formulation for this pharma brand?
- What is the optimum price for this pharma brand?
- How should this drug or product best be positioned in the marketplace?
- What key messages do we need to highlight with stakeholders such as payers, physicians, patients, etc?
- What should the pharma brand identity be – name, visuals, logo, packaging etc?
- How should we further segment the market?
- What communications should we use and what channels?
- What are the patients’ unmet needs?
- What is the likely demand / take-up of this new product?
- What is the competitive landscape?
Our custom pharmaceutical market research offerings include:
- TPP testing and demand assessments
- Pricing research
- Communications, concept and message testing
- Physician and Patient segmentation
- Patient research
- Competitor research
- How we helped track and evaluate conference performance over time across multiple international events
Our client planned to have a significant presence at key global conferences over the course of a year. Find out how we effectively monitored perceptions of their brand across different regions over time.read more »How conference research was used to gauge reactions to new clinical data and measure the impact of a company’s presence at a leading industry event
The challengeOur client had recently conducted a series of clinical trials with its breakthrough cardiovascular product, resulting in outcomes data which had the potential to give it a more competitive edge and successfully differentiate it against their closest competitor. Communication strategies and marketing messages were to be crafted using the outcomes data which our client planned to launch at the European Society of Cardiology (ESC)…read more »How wargaming was used to understand the likely future HCV landscape and give strategies for brand success
The challengeOur client had a product ready for launch in the HCV landscape. A number of new competitor products were expected to alter the market dynamics. Given the stage of development of both our client’s product and the competitors, a number of different scenarios could have played out. Consequently, the company wanted to conduct research in order to feed into strategy development for their product.…read more »How a two-phase evaluation involving interactive workshops gave guidance for improving a Patient Assistance Programme in CV
The challengeOur client had launched a self-injection treatment for cardiovascular conditions and were creating an accompanying Patient Assistance Programme (PAP) to educate patients in the use and uptake of this product. The client wanted to understand how successful the PAP was at meeting the needs of patients, trainers and prescribers, and whether it positively differentiated them from competitors. They wanted to evaluate each individual component…read more »
- Some example case studiesHow we helped determine the next groundbreaking development in a hard-to-treat respiratory disease
The challengeOur client wanted to understand the current management in a complex therapy area, as treatment regimens require a combination of multiple drugs. Furthermore, the disease is most prevalent in emerging, hard-to-access markets. Understanding of drugs and treatment regimen preferences were required to help gauge likely success of the client’s new formulation in development, which would be part of a new regimen paradigm. As well…read more »How we used WhatsApp and projective exercises to capture deep emotional insights into people living with HIV in South Africa
The challengeOur client wanted to identify and profile different segments of people living with HIV in order to understand key barriers and leverage points and ensure future engagement with their pharmaceutical portfolio. To achieve this, we needed to conduct an in-depth exploration of attitudes and behaviours of people living with HIV. However, stigma surrounding HIV in South Africa meant that respondents may have been unwilling…read more »How we helped our client maximise uptake and fine-tune the marketing strategy for their vaccine product in China
The challenge:Our client’s vaccine to protect against a condition prevalent in older adults had recently launched and secondary research was required to enable them to understand more about their target healthcare consumer and attitudes to health, well-being and vaccination. They needed to build a complete picture of how consumers are influenced, such as whether they are more influenced by HCP advice or online forums and…read more »