KANTAR HEALTH BLOG

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  • Eureka Moments!

    by Richard Goosey  |  Aug 17, 2018
    The revolutionary new uses of the “share of preference” measurement is a eureka moment in marketing science for the pharmaceutical industry. Combined with a brand’s existing market share, share of preference can now be used to look at where a brand’s market share currently stands, where it could rise to, and most importantly how to get there by pulling the lever and minimizing the impact of barriers!
  • If you're anything like me, you dread the question from Senior Management, “What's the ROI of this multichannel marketing campaign?”. Regardless of when or how the ROI question comes, it will eventually arise and you should be prepared to answer it well.
  • A new study finds that the power of WeChat is so strong that Chinese doctors are now installing fewer medical apps. On average, Chinese physicians follow eight medical-related WeChat public accounts, and 48 percent of them are satisfied with what they read on WeChat.
  • DRIVING CUSTOMER CENTRICITY THROUGH INDIVIDUALITY

    by Eric Matthews  |  Dec 3, 2017
    Are you treating your customers as individuals, or are you simply implementing a stiff global campaign with limited variety in messaging? While a one-size-fits-all approach allows you to be consistent in your messaging, it's often too rigid to take into account the specific situations of individual customers.
  • Someone Change The Channel

    by Mark Sales  |  Nov 3, 2017
    Our current multi-channel approaches for pharma are staid and in many cases just don't have an end point that makes business sense. We know that brand equity is not only linked to sales but to future performance of the brand. You can read more about this in our recent Edge of Insight Report, which details that 25% of brand equity is attributed to recent touchpoints, of which most of this is still due to the sales force.
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