http://www.brand-health.com/ A place where people come to discuss brand issues; particularly issues relating to measuring how pharmaceutical brands are performing. en-gb Copyright (c) 2008 Brand Health International Tue, 18 Nov 2008 04:14:18 +0000 http://www.brand-health.com/_images/rss_logo.gif http://www.brand-health.com/resources/ http://www.brand-health.com/resources/article.php?id=115 Statistical techniques can often be quite daunting. Most recently the quantitative team had a look at the key driver analysis, a powerful tool aimed at identifying the brand attributes that are most influential on physicians' decision to prescribe. Vicky McLellan continues our campaign to de-mystify these. This month looking at conjoint techniques. http://www.brand-health.com/resources/article.php?id=114 In this month's qualitative corner, Jen Cassels continues to explore the use of timelines in market research, reviewing different applications of this technique. http://www.brand-health.com/resources/article.php?id=113 Semiotic analysis makes sense of communications systems, and language is the most complex of all communications systems. Mark Spedding examines why this powerful tool has not made further inroads into our industry. http://www.brand-health.com/resources/article.php?id=112 Jon Chandler explores the three most sensitive issues confronting messaging research; meeting the needs of message development, ensuring messaging is capable of generating change, ensuring messaging delivers to the brand agenda. http://www.brand-health.com/resources/article.php?id=110 In August’s qualitative corner, Jen Cassels touched upon the value of the timeline technique. This month she explores this technique in more detail. http://www.brand-health.com/resources/article.php?id=109 Launching a new brand is a massively exciting time for a pharmaceutical company. Each step closer to launch cranks up the excitement level – from the announcement of pivotal trial results through the market research that helps translate a clinical proposition into a commercial one and the first glimpse of the final campaign visuals to the energy and buzz of the sales conference – until the day the reps finally get out to see the customers, the ads break in the medical press, and you have that agonising but thrilling wait for the first sales and prescribing data to come in. If it is a genuinely innovative brand, or you get some positive mass media coverage, the excitement is even greater. http://www.brand-health.com/resources/article.php?id=108 In previous features we have looked at what needs to be done to bring a new brand to market. This month we get one step closer to brand launch and look at how research can to help in the development of communication strategy and messaging. http://www.brand-health.com/resources/article.php?id=107 At BHI we have a specialist quantitative division who focus solely on conducting quantitative pharmaceutical market research. This team is led by Vicky McLellan and Sheetal Gandhi. http://www.brand-health.com/resources/article.php?id=106 At BHI, the Validation team are great believers in the use of online research to provide brand sensitive research. With the majority of our quantitative studies using the internet as a research tool we are always looking for ways to improve the ‘online’ experience for our respondents to ensure that we can get the most out of our data. http://www.brand-health.com/resources/article.php?id=105 Brand Validation embraces some big themes. This month we provide an overview of some of the ‘big’ quantitative market research, questions that need to be asked pre and post launch. Prior to launch when developing brand strategy and post launch when seeking to enhance brand performance there are vital pieces of quantitative market research that will contribute to the success of a brand. In future Third Tuesday articles we will cover these in more detail. http://www.brand-health.com/resources/article.php?id=104 Mike Owen and Karen Petticrew look at one of the most important elements in quantitative research... what we do with the numbers. http://www.brand-health.com/resources/article.php?id=103 Jon Chandler looks at what Validation means within the wider framework of Brand Health. http://www.brand-health.com/resources/article.php?id=102 Following on from her previous article expounding the value of patient research and some of the inherent issues, Jennifer Cassels reviews some of the methodologies and techniques which can be utilised to maximise the value of patient research. http://www.brand-health.com/resources/article.php?id=100 Before conducting any quantitative research, it is always crucial to clearly identify the required outputs of your research. This can influence the framework of questionnaires and can lead to considering different research tools. Among these tools, statistical techniques can be much insightful: hence the idea to dedicate a series of articles to these sometimes daunting techniques. http://www.brand-health.com/resources/article.php?id=99 As the patient becomes more central to pharmaceutical industry activities, let’s look at how the major healthcare provider in the UK is thinking about the very same thing. Previously we highlighted the NHS Constitution, by which Gordon Brown pledges to give patients “far greater control and choice over their own health and their health care... We need an NHS that gives all of those with long-term or chronic conditions the choice of greater support, information and advice, allowing them to play a far more active role in managing their own condition in partnership with their clinicians.”