Situational Awareness to Protect Brand Performance

Situational Awareness to Protect Brand Performance

Frequently, prospective new clients send us RFPs with requests for Brand Assessments, Brand Equity Studies, Brand Platform Development, Attitude & Usage Studies, Segmentation, Message Testing, Ad Concept Testing and a variety of other strategic initiatives. Because we may have no established relationship with these companies, their RFPs often use terminology that avoids or minimizes association with Brand Positioning…

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"Wait, what?": Achieving Clarity in Strategic Market Research

"Wait, what?": Achieving Clarity in Strategic Market Research

Ever sat in a market research read-out and thought to yourself “what is all this telling me?”; “how does this inform my brand’s strategy?”; or “how many slides are in this deck?” 

Well, it’s a surprisingly common experience for marketers. Our personal experience having sat through hundreds of meetings like this has given us keen insight into how “traditional” research results are delivered and how brand teams consume and interpret them.

This is not an indictment of market research or market research firms.  Rather, it is an observation that there are a number of under-appreciated dynamics at play in a brand strategy-focused market research initiative…

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News Flash! The Best Drug Doesn’t Always Win.

News Flash! The Best Drug Doesn’t Always Win.

At a recent NJBio event, I had the opportunity to listen to a terrific panel discussion during which an industry CEO made the comment that “efficacy trumps all” when speaking to what makes healthcare products successful. This elicited a spirited debate among the panelists with some agreeing and others taking the position that both efficacy and safety are “table stakes” and that other factors play an equally important role.

It is perhaps not surprising that a brilliant scientist turned successful pharmaceutical executive should be so focused on chemistry, mechanism of action and efficacy as the primary points of differentiation. 

However, it is only in rare cases that these factors alone correlate to true market success. 

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How to Avoid the Pitfalls of 'Confirmation Bias' When Building Powerful Rx Brands

How to Avoid the Pitfalls of 'Confirmation Bias' When Building Powerful Rx Brands

Believe it or not, the success of pharmaceutical brands is often undermined because of biases inherent in determining the most appropriate brand positioning. These biases impact a brand’s commercial performance by reducing its perceived differentiation in the marketplace and its ability to influence prescribing behavior.

This article describes learnings regarding confirmation bias and the impact it has on brand positioning and its influence on your brand’s trajectory.  

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