PersPectives

In the ever-evolving landscape of brand strategy, Byron Sharp's theories of brand salience and availability have become guiding lights for marketers. Understanding the crucial interplay between these elements is key to crafting a brand that stands out and remains top-of-mind.

At Purdie Pascoe, we have built our own Brand Equity Model, based on Byron Sharp’s marketing science.

Artificial Intelligence (AI), particularly Generative AI, marks a substantial breakthrough in market research. In the ever-evolving landscape of applications and tools, staying current is half the battle. At Purdie Pascoe, we prioritize staying updated and adapting to market shifts while also being prudent in deploying AI, upholding data and privacy compliance.

AN EARLY CHRISTMAS PRESENT FROM THE PURDIE PASCOE PMCF TEAM! FREE ARTICLE & WEBINAR SIGN-UP

ARTICLE: Planning, designing and implementing high-quality (Level 4) post-market clinical follow-up surveys .

WEBINAR: PMCF Surveys – How to Ensure Success? Join this free webinar with experts from Purdie Pascoe and Qserve as they dive into PMCF Surveys and how to ensure success. 

I still remember my first exposure to market research: it was in the late 90s, a few years before I moved into the industry myself, and I was working for a cellphone company.

We were exploring the potential for mobile internet services, from shopping and gaming to stock trading and betting. We engaged a research agency to help, and next thing I knew I was sitting in the gloomy back room of a facility in west London, peering through a smudged two-way mirror at a randomly selected group of cellphone users like they were animals in a zoo.

Tumor agnostic indications present specific challenges that must be addressed to achieve a successful launch and ensure wide access for all patients. To prepare for these complex product and indications launches, it is paramount for commercial teams to gain insights on tumor agnostic testing behaviors, including awareness, adoption, drivers and barriers.

So, we now have our key brand metrics and understand which channels are preferred by our customers. But how do we turn this information into an action plan?

In brand equity research, stated importance is often used as the key measure of importance. Survey questions ask respondents to rank or rate attributes, providing researchers with direct, explicit data. While this approach provides a simple and cost-effective measure of importance, it suffers from inherent limitations.

In the healthcare industry, the COVID pandemic changed how we interact with our customers. We saw a rapid adoption of TeleHealth. Unable to access hospitals and clinics, sales reps had to find new ways of engaging with healthcare professionals, and healthcare companies increased their presence on social media platforms. We even had to learn how to make an impact at virtual conferences.

This article is the second part in a series where we examine the best way to drive brand growth and the market research approaches needed to support it.

This short article is the first part in a series where we examine the best way to drive brand growth and the market research approaches needed to support it.

Have you ever wondered what the best way is to drive the growth of your brand? At Purdie Pascoe, we have been looking into this, from a market research viewpoint, starting with a determination to be led by science rather than unfounded theories.

Many of the projects we do at Purdie Pascoe involve pricing or even have pricing as the principal objective. Our clients are constantly coming up with great new products, or improvements to existing ones, and they want to know if people will pay for them.

4th Medical Devices Regulatory and Compliance Online Summit (Vonlanthen Group)

Post market clinical follow-up (PMCF) surveys:

‘The ever-changing landscape’

Date: 24 - 25 March, 2022

Location: Virtual / Zoom

Doctors hate marketing. They’re always telling us that. They’re only interested in cold, hard evidence, not catchy slogans, or pictures of hopeful looking patients. Give us the facts, they say, don’t shower us in sentiment. Or (surely one of the most frustrating things for a marketeer to hear) “just make it less marketing-y”. But… we all know that underneath those white coats they’re just human beings like you and me.

One of the key aims for market researchers is to help our clients truly understand how their customers make decisions, and to identify and ideally quantify the most important choice drivers. Conjoint is one of our key tools for doing this.

Decentralized clinical trials have become the new normal during Covid times, and many advocate for this novel approach to grow into the industry standard. The days of solely focusing on key large centres for patient accrual are over, and this shift in paradigm can only benefit a greater number of cancer patients, everywhere. While Covid and trial continuity risk management were important catalysts to shift our conventional mindset, this behavioral change, regardless of how it happened, will help to bring more patients to clinical trials, or more clinical trials to patients.

Companion diagnostics (CDx) and laboratory diagnostic tests are key components of the patient pathway, especially in oncology. While the importance of biomarker testing and tumor profiling is more and more accepted by the medical community, few pharma and diagnostic companies have a solid handle on what drives testing behaviors.

As market researchers, we are frequently asked to identify the key drivers of a market, including prescribing or purchase behaviour. As human beings, we are often unaware of exactly what leads us to make certain decisions, so to focus on stated importance is flawed. Instead, we need to statistically derive the importance of key drivers, by assess correlations between different data points.

In your role, do you ever need to present geographical differences in data, either within a country or across countries? Excel spreadsheets or huge tables capture this information, but in a very dull, uninspiring way. A Heat Map could be the data visualisation tool that you are looking for.

Do you ever need to present large quantities of longitudinal data in a way that is digestible and engaging? Are you and your colleagues sick of static PowerPoint slides that represent one point in time but fail to effectively communicate insights over time? A bar chart race might be the answer.

New award-winning analysis of Coronavirus cases and deaths by English regions has found that areas with high risk of personal and material victimisation , income deprivation among under 60s and low skills and attainment suffered higher death rates from COVID-19. Significantly, areas with high proportions of non-whites and over 70s also had higher deaths per head of population when controlling for other relevant factors.

Both the EU Medical Device Regulation (EU MDR) and the EU In-Vitro Diagnostics Regulation (IVDR) are new and updated sets of regulations, following on from the Medical Device Directive (MDD) and the In-Vitro Diagnostics Directive (IVDD) respectively. The EU-MDR comes into force in May 2021, while the IVDR follows a year later in May 2022.

Back in October, Guy Pascoe wrote about the increase in webcam interviewing during COVID. Six months later, he’s back with an update.

For our third blog in the series, I have been joined by our friend and partner, Gary Bennett, from The Stats People, to talk about targeting and segmentation, and more specifically how to improve the effectiveness of your marketing through a segmentation approach that works.

5 top tips for pharma companies to develop delivery devices that make a difference to patients and healthcare professionals.

“Telehealth use began to skyrocket back in March as patients saw virtual care as a necessity amid the COVID-19 pandemic. Patients are continuing to see doctors over video visits but for different reasons now: It's more convenient and faster than going to see the doctor in person.” Fierce Healthcare – June 2020