Predicting success: How advanced analytics should underpin your brand strategy

Presented by

Richard Kunzmann, Massimo Bufi, Andrew McConaghie

About this talk

The current market research climate in the pharmaceutical industry is one of “doing more with less”. At the same time the number of healthcare professionals engaging with market research is on the decline. So how do marketing teams cope with these two challenges and continue to produce good business intelligence for big brand decisions? Cello Health Insight’s quantitative team, IQ, argues that this is an ideal environment in which to start making greater use of advanced analytics techniques to make data work harder delivering insights which enable those teams to make market leading competitive decisions. This webinar is designed to be an introduction to the potential of advanced analytics and will give practical learnings on how advanced analytics can: • Help you optimise your communications channel mix to reach the greatest number of customers with the least possible resource commitment • Give you the outputs and insights that provide clear prioritisation between options that are being weighed up for a marketing plan (e.g. visual concepts, messages) and help you make an optimum decision for your brand to drive product success • Reveal the mindspace of your customers, visual insights into how patients and physicians think about your brand vs. your competitors’, whether you really are differentiated in the market, and alternatively what white space exists in the market that your brand could successfully occupy

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