KANTAR HEALTH BLOG

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  • 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.
  • With the handballing of the brand from Access to Marketing to Sales, ownership of the brand is often disconnected resulting in opportunity unrealized. Today, the world is far more complex and there is greater realization by brand owners that decision making is not at all linear, rational and controlled.
  • A strong brand is not built on a successful launch alone, but also navigating through often complex challenges to maximize the brand's potential across the product lifecycle.
  • The Evolution of Brands

    by Mark Sales  |  Jul 5, 2017
    Brands evolve; they have to and always will. Mark Sales says he can't think of a single corporate or product brand that hasn't followed Darwin's theory of evolution by natural selection. He discusses two types of brands in this blog, both close to his heart and both with more in common than you may think.
  • Identifying Health Values to Engage Consumers across Generations

    by Colleen Welsh-Allen  |  Apr 20, 2017
    Colleen discusses the importance of engaging Health Activators in healthcare market research.
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