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Strengthening brand health & customer experiences

From preparing to launch new data or an entirely new brand, to meeting the brand’s growth expectations, to maintaining the greatest possible share through maturity, sales and marketing leaders need the right tools to provide strategic insights and direction. It is important to track the effectiveness of the sales force and messages delivered to ensure that brand launches and ongoing promotions are on target.

GfK Health tracks brand performance from product launch through maturity to help you accelerate growth, monitor marketing tactics and undertake course-correction when needed. We also identify the best multichannel marketing mix for your business to ensure optimal customer engagement.

GfK Health can measure and track commercial effectiveness at different stages of a brand lifecycle:

  • launch brands – when you need to know quickly whether your strategy and tactics are working and what to fix
  • in-line brands – when you or your competitors launch new information/data, new indications or need to monitor the impact of market events
  • late-stage brands – when you need to convert to a lower-cost promotional model


Our brand health and customer experience solutions share four features:

  1. strategic analysis – identify the levers that will maximize growth and minimize competitive challenges 
  2. timely response – get rapid feedback and diagnostics regarding how to make improvements during the crucial early months of launching your brand 
  3. actionable analytics – benefit from specific insights that guide decisions by the brand and sales teams and result in change 
  4. rich information – for example, gain deep insights about how healthcare professionals (HCPs) perceive in-person sales visits and messages, including their emotional content, with recordings of the actual voice of your customers
Access our related thought leadership
Access our related thought leadership

Brand health tracking

ATU, brand tracking, brand equity measurement

What it is

Our modular tracking will help you assess brand performance and health over time. Used by prescription and over-the-counter (OTC) brand teams, it monitors brand health and performance from pre-launch to post-launch and in-line to maturation, to improve marketing and sales to healthcare professionals and patients/consumers.

How it works

You can customize specific modules within the framework, according to scope, available budget and the key performance indicators (KPIs) that reflect your strategic priorities. Modules can be switched “off” and “on” – by wave, country and launch/lifecycle stage – as required. These modules include:

  • traditional ATU and brand funnel metrics in a competitive context
  • brand equity and emotional connection
  • brand relationship strength that comes from an emotional connection and is measured by human relationship metaphors
  • brand durability – “stickiness“ and attachment vs. susceptibility to competitor “‘pull“
  • reach, quality and impact of brand experiences across all paid, owned and earned touchpoints
  • message recall, evaluation and impact, and sales force evaluation for healthcare professionals
  • communication campaign evaluation and impact for professionals
  • direct-to-consumer (DTC) advertising and awareness/evaluation of digital media for consumers/patients

Diagnostics:

  • advanced driver analysis and business impact analysis to prioritize the brand attributes and promotional strategies based on their impact on market share
  • diagnostics to focus your brand team on any performance vs. expectation gaps
  • course-correction and brand acceleration’s hypothesis-driven framework identifies the potential levers that marketers could push to improve brand performance, as well as the barriers that are holding the brand back
  • advanced analytics then identifies the key leverage points that will have the greatest impact

How it benefits your business

This system offers a fully customizable and comprehensive approach to brand tracking, where traditional high- value ATU metrics are augmented by unique GfK Health-developed, validated and benchmarked KPIs. For each wave, you can use the modules that reflect your brand’s priorities, and take advantage of the advanced driver analyses and course-correction analysis to provide prescriptive guidance for your brand’s strategy and tactics.

Agile launch phase tracking

What it is

For brand performance feedback delivered in “real time” during the critical early-launch phase, this system offers continuous panel-based tracking of critical key performance indicators (KPIs) with target healthcare professionals from one month prelaunch to 12 months post-launch.

Since approximetaely 80% of drugs rarely gain significant share beyond 12 months post-launch, attaining maximum market share in the launch phase - while the market is still in flux and dynamic due to the new brand - is crucial!

Up to two-thirds of new launches fail to meet sales expectations during their first year on the market, not because of poor strategy, but due to weak execution. Our agile tracking focuses on this critical window – where sales and marketing activities must optimize brand performance and share.

How it works

The program features continuous data collection – using a device-neutral software platform – from a panel of target audience healthcare professionals (HCPs) recruited immediately, prior to the brand/line-extension launch. Data are processed weekly and fed to an interactive online dashboard accessible by your brand and marketing teams.

How it benefits your business

Agile launch phase tracking delivers robust “minimum lag” feedback on a focused and concise set of dynamic KPIs that translate into action. This enables you to quickly determine which elements of the total marketing mix are working, and to what extent, thus allowing you to quickly adjust and course-correct brand sales and marketing activity.

Sales force & multichannel marketing (MCM) effectiveness

Sales force effectiveness & message recall

What it is

A best-in-class combination of technology, methodology and global benchmarks provides actionable recommendations to monitor success during launch, ongoing promotions and as brands mature. This program helps your sales force successfully deliver their messages, and focuses sales and marketing on the tactics and messages with the greatest impact on prescribing. It is used to support Rx and OTC brands.

How it works

We monitor physicians after rep visits to help clients understand how well messages were received after the launch of new data, a new brand or a market event. Voice-recording technology enables a very rich and deep understanding of what messages are resonating, and provides crucial insights into their emotional impact. Traditional IVR, online or mobile platforms can be used.

Syndicated solutions are available for many countries and categories, such as GfK Health‘s RepInsight.

Diagnostics are a vital element in this program. Brands can determine not only whether their messages are being remembered, but also whether the message needs to change in order to become more believable or more relevant. In crowded markets with overlapping product claims, learn whether your brand or a competitor‘s dominates the crucial positions for each indication or patient type.

For brands with a multichannel strategy, pair this approach with GfK’s multichannel measurement solutions. Benchmarks are available in many countries to enhance the insights for all brands, including orphan drugs, allowing you to gain insights from benchmarks that are focused on your therapeutic area in competitive categories, or relevant analogues for orphan drugs.

How it benefits your business

You can ensure the success of your launch’s communications by benefiting from deeper insights, diagnostics and benchmarks that tell you whether your message is getting across, and whether you are positioned competitively for success. 

Multichannel Marketing (MCM) Measurement

What it is

Multichannel marketing ensures that customers have a consistently positive experience across multiple touchpoints. By continuously monitoring the multichannel experiences, we can learn how doctors evaluate the quality of the multichannel experience in terms of impression and memorability. These are crucial factors that have a major impact on future behavior. GfK Multichannel Measurement is used by prescription and over-the-counter (OTC) brand teams to improve multichannel marketing to healthcare professionals and patients/consumers.

How it works

In Germany and Spain, we offer a syndicated service that tracks multichannel experiences with a highly sophisticated app-based approach that reaches physicians on their mobile devices. Panel members use the app to promptly document all the experiences they have had and how they perceived the quality. By tracking all experiences of the physicians, GfK Health provides key performance indicators (KPIs), benchmarks and best-practice examples that are necessary for a successful multichannel strategy.

In addition to the reach of multichannel activities, quality can also be analyzed at the manufacturer, product or indication level.

How it benefits your business

With GfK Multichannel Measurement, you can learn how your own campaigns are perceived and evaluated by each target group, so you can determine the measures to take to improve the execution of your brand strategy. Our tool also offers an overview of the multichannel activities of your competitors. 

Customer loyalty & experience measurement

What it is

Our customer loyalty & experience program is designed to measure and improve the relationship between your customers, and your company and portfolio. It features an annual or biannual survey that provides a 360-degree view of your customer‘s experience with touchpoints across your portfolio of brands or your entire company. The resulting perspectives help you build customer loyalty so that customers choose your brands because of their experience with your touchpoints and resources.

How it works

GfK Health has developed a highly predictive measure of customer engagement – a measure of the emotional and rational ties that customers have to your company and your portfolio of brands. Repeated validation has shown that this metric outperforms other measures of customer loyalty, including the Promoter/Recommendation set of loyalty metrics. Using this measure, we work backwards to uncover the most impactful set of touchpoints and resources to help you learn which ones are responsible for creating customers who are loyal to your company and brands, and which ones are actually undermining your efforts by creating disloyalty. We also identify areas for improvement. We do the same thing for competitors in your therapeutic area to put the landscape in competitive perspective and reveal white space areas.

How it benefits your business

Our insights are used by centers of excellence or senior managers to understand the overall experience that customers have with your company and portfolio of brands. The 360-degree view helps ensure that you uncover any service issue that is undermining your business, and that your investments in channels and services are focused on the areas that build strong emotional and rational ties with your customers.

GfK Recommendation Driver

What it is

An innovative tracking program for consumer health brands, GfK Recommendation Driver monitors, assesses and drives brand recommendation behavior of a wide range of healthcare professionals (HCPs). The resulting insights can increase the efficiency and effectiveness of your professional marketing and sales force investments. GfK Recommendation Driver is used by over-the-counter (OTC) brand teams to improve marketing and sales to healthcare professionals.

How it works

We measure the recommendation behavior of the professionals most relevant to your brands – doctors or dentists, allied healthcare professionals and pharmacists – and diagnose how to improve it. Recommendation behavior is a key currency for many consumer health brands. GfK Health’s metrics can reveal not only the number, but also the intensity of recommendations. We uncover the brand positioning that leads to more recommendations, and, when applicable, demonstrate the impact that your sales force has on HCP recommendations. Our scalable framework can be extended to cover a portfolio of brands or a comprehensive set of customer experiences. The results generate insights for global marketing and allow you to benchmark performance over time.

How it benefits your business

HCP recommendations drive a substantial share of consumer healthcare choices. GfK Recommendation Driver improves your market performance by more accurately tracking competitive HCP recommendation trends, helping you focus on high-impact positioning and benchmarking your performance worldwide. 

MCM reports & monitors

GfK RepInsight

What it is

GfK RepInsight continuously monitors your sales forces’ messaging, and competitors’ messages on a daily basis. We track key performance indicators (KPIs), such as physicians’ perception and prescribing behavior, in addition to measuring how physicians evaluate their discussions with sales representatives. GfK RepInsight is used by both prescription and over-the-counter (OTC) brand teams.

How it works

GfK RepInsight is a syndicated service available in Australia, Brazil, Canada, Germany, France, Italy, Japan, Mexico, Poland, Russia, Spain and the UK. Physicians who have received a sales rep visit for a target product proactively call GfK’s Minute-After Call Reporting System and answer a pre-recorded questionnaire. The survey records the doctor’s voice, which leads to in-depth insights.

How it benefits your business

For shaping, refining and optimizing your messaging strategies to drive prescribing behavior, GfK RepInsight delivers insights into return on investment through monitoring the improvement of your sales force messaging strategies. It can be used to track recall of key messages and allows you to take advantage of longitudinal comparisons and analyses. GfK RepInsight provides competitive intelligence and creates an early-warning system through rapid access to verbatim texts. Net Promoter Scores and benchmarks are available, based on an extensive benchmark database across multiple indications and countries. Please contact us to learn whether your country and indication is included in this service.

Promo & Prescription Tracking

What it is

This new platform for syndicated data, developed in 2018, offers a single panel for permanent tracking of the effectiveness of marketing activities in the pharmaceutical field and drug prescribing in Russia. The panel comprises doctors from 16 specialties and pharmacists from the 24 largest Russian cities.

How it works

Doctors record each type of promotional activity of pharmaceutical companies within one month each quarter (four times a year), and then fill in diaries (mini-case prescription histories) for patients. Placement of the diaries occurs on a rolling basis continuously throughout the year. Diary contents include the following indicators: activity of pharmaceutical companies by quantitative indicators; costs, share of voice, coverage; promotional channels; key messages; contact effectiveness; shares and frequency of prescription drugs/classes of drugs; gain and loss analysis; switches and withdrawals with clear reasons why; patients’ and doctors’ profiles. Once a year, specialists fill in the installation questionnaire, which includes standard questions on socio-demographic profile, information sources, rating of KOLs and internet behavior. Clients can add custom questions on an exclusive basis (“mini ad hoc”) twice a year, in spring and in autumn. The doctor’s sample is evenly distributed throughout the whole quarter to ensure permanent registration.

How it benefits your business

Monitoring of prescription and promotional activities provides an opportunity to receive detailed information on promotions and prescriptions quarterly. This tool allows you to assess the market potential and promotional activity, identify brand potential and effective channels of interaction, threats against the brand and sources of funding for the drug, and define the target segment for the brand and the prescription drivers. This approach also allows you to:

  • evaluate the effectiveness of promotional campaigns conducted by pharmaceutical companies and determine the effect of promotion on the prescription (including on separate channels)
  • identify effective channels of influence to optimize the costs of brand promotion
  • analyze prescriptions of exposed and non-exposed doctors
  • correlate the real prescription with the recommended indications
  • evaluate the promotional activity and develop measures based on tracking competitors' actions
  • analyze information independently by the aid of QlickView demonstration

Related thought leadership

Webinars
Multichannel Marketing (MCM) Measurement: Measurement for a customer-centric and multichannel world
GfK Recommendation Driver: The compelling story of healthcare professionals’ brand recommendations
Simstore Dialogue: Connecting consumers to your products in pharmacies
White papers
Sales force effectiveness & message recall: Five ways brand teams can align messages and touchpoints for greater commercial effectiveness
Multichannel Marketing (MCM) Measurement: Measuring multichannel marketing - Pharma plays catch-up
General