In this discussion we give the low down on what differing stakeholders in the process truly think about communications research (including respondents, marketing and their advertising agencies) and take a look at ways we can build upon the tried and true approaches to maximize its value.
Instead of asking respondents for their perceptions (ratings) of agents on traditional attributes such as “efficacy,” we ask respondents to indicate what they believe to be the agents’ objective performance on endpoint attributes such as “overall survival (in months).” In the data analysis, differences between perceived reality and objective reality can be highlighted for purposes of actionable recommendations. We also show how to estimate the stated and derived importance of endpoint attributes.
What is the best way to do this? We say by understanding basic brain science and using methodologies and designing research that follows brain processes. Over 15 years we have studied and researched this in the healthcare space and invite you to see some of our latest findings and learn how to make research more insightful and effective.
Addresses a target’s need
• Be credible in the eyes of customers
• Is motivating – creates new behaviors (e.g., changes prescribing behaviors), changes perception
• Is differentiated from the competition
• Is future-forward, not pigeon-holed in the present
• Works across current and future indications and markets
• Is sustainable over time, as markets and categories change
• However, pharma marketers often fall into pitfalls when developing brand positioning. We’ll highlight 3-4 pitfalls and provide real world examples of what this looks like;
1. Positioning is too product-focused
2. Positioning that does not go high enough up the Brand Ladder
3. Positioning that’s not single-minded
4. Positioning work that’s done too late
At Human Branding, we have a four-step approach to avoid these pitfalls and ensure a solid brand positioning that meets strategic criteria.
1. Mapping the competitive set
2. Building the brand benefits ladder
3. Decoding the brand essence
4. Honing in on optimal brand positioning territories & positioning statement
Stories help us organize information, transmit values, form community, and make sense of the world around us. What if we applied the uncanny power of storytelling to the actual design of qualitative research studies? This case study shows how narrative study design yielded rich insight into the motivation and behavior of people at-risk for developing diabetes.
• What do respondents think of the online experience?
• The client’s prospective
• A case study with both physicians and payers