Challenge

A global pharmaceutical company active in the diabetes therapy area sought to better understand the evolving market dynamics that could impact its portfolio of medicines.

The company wanted to acquire market intelligence about the unrealized opportunity for its first brand and create a roadmap for future brand success; to learn about the perceptions that are forming for a second brand and what the company can do to optimize its launch; and to determine the market dynamics for orally administered diabetes medicines and the opportunities and challenges that lie ahead for a third brand in its portfolio.

The company engaged Cerner Enviza, a global innovator in brand optimization strategies.

Approach

Although our client’s needs varied considerably among the three products in focus, the common themes were to better understand market dynamics, provide insight into increasing brand equity, and get the brands to the right patients. While the company had an initiative to centralize its diabetes Awareness, Trial and Usage (ATU) research, its brands had their own studies – so drawing comparisons across brands and understanding and optimizing the portfolio would be difficult. To effectively address our client’s business issues, Cerner Enviza needed to conduct a quantitative market research programme among diabetes treaters in the United States and EU5.

Insight

Through an innovative approach, we combined the best of Cerner Enviza assets to meet the project’s objectives. We incorporated our revolutionary Brand Equity – A Brand Plus™ Analytics solution, which through a proprietary analytical framework seamlessly integrates multiple information sources to allow companies to maximise brand opportunity, with Cerner Enviza’s Meaningfully Different Framework, a holistic brand equity measurement system that serves as the connective tissue to compare and benchmark performance between consumer and physician brands.

Thanks to our extensive healthcare and physician expertise as well as world-class experience in building great global brands we produced a powerful, best-in-class, brand performance monitoring framework. Our research provided key insight about how our client can better position its first brand in physicians’ minds and hearts, which tactics to employ to optimize the launch of a second brand, and how our client should develop strategies to support a third brand.

Impact

The unique combination of brand equity frameworks has delivered new benefits for optimizing brand success with patients. This exciting offering presents an ideal fit for pharmaceutical brands that are influenced strongly by patient and consumer health brands. As patient influence continues to grow, Cerner Enviza’s Brand Equity – A Brand Plus™ Analytics solution -Meaningfully Different Framework should play an increasingly important role in helping our clients grow their brands.