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Organizations invest significant sums in finding the best way to communicate. If this is the case, shouldn’t we also ensure that the way we measure the potential of advertising has the ability to influence the decision to advertise or not? For those who are trying to get more out of research, this presentation is for you. Building on best-in-class CPG methodologies, we will show you how to evaluate creative against its objectives and norms without breaking the bank. This methodology also allows you to complete the circle and measure post in-market impact through U&A.
There are many complex factors that impact the patient journey as well as treatment adherence. Traditional market research tools have limitations in understanding how patients navigate their disease and treatments outside of clinical and pharmacy environments. Learn more about how real world, real time patient behavior analytics and insights are captured through Self Care Catalysts’ Health Storylines Patient Support and Market Research platforms. The closed-looped marketing and research platform creates a powerful channel for pharma to deliver personalized patient support, deliver targeted communications and messaging and generate a wealth of patient informatics for market research and insight mining.
Three things you will get out of this talk:
1. Patient experience with a self care technology
2. How to deliver more impactful support to a targeted base of patients
3. Real world patient behavior insights on brands, target population details, patient personas, adherence and persistency rates, emotional journey and more.
Some believe segmentations are time consuming and labor intensive at best and un-actionable and expensive at worst. However, to a greater extent than virtually any other type of engagement, segmentation when done correctly, can be the single most important piece of research for a brand, providing the framework for sizing, targeting, messaging, and essentially informing the brand strategy as well as tactics.
It is true that in segmentation, you “reap what you sow” in terms of execution as well as implementation. It requires various key stakeholders to be involved regularly at key milestones and to be part of the decision-making process at each of a handful of critical junctures.
This discussion will center on methodological innovations, specifically machine learning, coupled with best in class execution and management of the “critical junctures” involving client input that help streamline and refine the entire segmentation process and ultimately lead to a more accurate and actionable solution.
This internal document is what propels the brand in customer’s minds and lives through messaging and other marketing vehicles. Getting it right is tricky. The methodology presented here allows brand teams to test of a number of critical inputs to ensuring that the brand is positioned optimally, against the competitive set and has an ownable space in the customer’s minds. The answer to addressing this is to leverage metaphors and brand stories and through a series of diagnostics, allow the brand teams to course correct and adjust language that will resonate with customers.
In spite of this reality, over the past year we have noticed many head offices assign patient-centric mandates to their Canadian divisions.
One way to create economies of scale is to consolidate patient research budgets for multiple brands into one overarching methodology: a market research online community (MROC) with patients.
MROCs offer a variety of advantages, and can be tailored according to marketing needs. Joins us to find out more about Ipsos MROCs for Healthcare!
Earlier this year, Ipsos and Merck won the GOLD David Ogilvy Award for Innovation in Advertising Research for integrating iterative market research insights into advertising by leveraging “A Clear Exchange”, our MROC with severe allergy sufferers.