Shorter product lifecycles, slowing pipeline output and growing generic competition are increasing the need to gain the best return from every patented product. Accelerating in-line brand growth, uncovering new opportunities and tracking penetration against expectations are critical to achieving this goal.
Successful brand differentiation is the key to enhanced performance. IMS Brand Monitoring, Tracking and Managing uses accurate tools and real-world market dynamics to identify the factors that will drive growth of your brand. By focusing only on the dynamic segment – actively prescribing physicians – we ensure that your brand strategy is aligned to market potential to maximize the performance of your molecule.
Answering your key questions on growth opportunites and brand
Growth opportunities
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What are the opportunities for new products or growth of our existing brand?
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What are the reasons for product choice?
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Which patient segments and/or brands are driving the market?
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To what extent do market dynamics allow for new, switch or add-on patients?
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What is the treatment duration for each brand?
Brand monitoring
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How well has our brand been adopted?
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Are we winning new patients but losing out to switching or poor adherence to treatment?
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What are the barriers to brand adoption?
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How relevant are the different physician categories?
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What activity level will be required for market entry or increased growth?
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How is our brand campaign impacting prescribing?
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What are the differences between detailed and non-detailed physicians?
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What is the threat from current and new competitors?
Revealing drivers of Brand Performance
Understanding the drivers that determine product choice is essential to improving brand differentiation. IMS uses seven validated Key Performance Indicators (KPIs) – including two future “lead indicators” – to provide essential insights for improving performance from launch through the product lifecycle.
Informing Brand Differentiation
Our consultants draw on extensive therapy area expertise, local market knowledge and superior analytics to help your marketing team determine:
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Brand performance
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Rationales for brand choice
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Competitor messaging
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Alignment of rationales with brand strategy
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Alignment of detail activity with brand strategy
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Number of prescribing opportunities
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Relevance of GPs versus specialist groups
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Resource requirements
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Future brand performance
The IMS Brand monitoring advantage
IMS provides consistent, quality, cross country, year-on-yearcomparable insights supported by:
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Standardised methodology based on more than 500 regional assignments
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Input from high-value prescribers
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Specialist in-house interviewers in a dedicated pharmaceutical centre
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Interviews conducted in native language
View the PDF to see "ENHANCED IMS RADAR DYNAMICS" in action using these validated KPIs.
