Trilations Healthcare Strategies’ Post

Investing with confidence: 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗯𝗲𝗻𝗰𝗵𝗺𝗮𝗿𝗸𝘀 𝘁𝗼 𝗴𝘂𝗶𝗱𝗲 𝗹𝗮𝘂𝗻𝗰𝗵 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 A key question #pharma teams often have when preparing a drug #launch is: "What are good targets to set for launch success in key KPIs?". Often, there is few information available on the launch-aligned performance of more mature competitors and there are no concurrent launches going on in the market. How do you know what success looks like during your crucial market uptake period in terms of HCP awareness, perceptions on the unique benefits of the brand, or the value of messages MSLs bring to HCPs? At Trilations Healthcare Strategies, we've investigated what makes a launch successful in the view of HCPs across the globe and over a wide variety of disease areas. Drawing insights from 800+ historic launches, we calculated the target scores for key focus areas for brands before, during, and after market entry. Want to learn more about our benchmarks or about how they can support your organization in having a focus towards launch success? Let's connect!

At Trilations, we’ve harnessed the power of data to develop benchmark scores for key launch KPIs, analyzing over 2,000,000 perception scores from HCPs across 800+ brand launches worldwide. Our KPI benchmarks include essential metrics such as brand awareness, brand efficacy, brand endorsement, brand safety, and net promoter score. The evidence is clear: the more launch success benchmarks a brand meets at launch, the greater its peak share within the first 12 months in the market. Are you leveraging data to elevate your launch strategy? 👉 Contact Trilations to learn how our insights can drive your launch success.

Insights activation is the critical element of research. In this case study, Dana Colbert outlines how we helped a leading brand activate research to improve market positioning. #InsightsActivation #BrandPositioning #MarketStrategy #BusinessGrowth #MarketingInsights #BrandSuccess https://lnkd.in/gC_tcpyg

Brand plan post #18: Competition The competition is out there and you should be afraid! Guess what? They think the same about you. Getting an objective understanding of the competitive landscape is crucial for you to set your brand strategy – but it shouldn’t paralyse you. I have seen many big, powerful brand teams worry about what another company is up to – very much to their detriment. If you have more information on your competitors than you do your customers, something is off. Its better to invest in customer insight than it is in competitor insight. Mapping the strengths and weaknesses of your competitors during the brand planning process should be plenty to enable you to make decisions. During this, you may find that you lack insight – that’s fine, it’s a gap that can be closed. But don’t forget, its HCPs and their patients that you serve. Song – Know your enemy – Rage against the machine 

Decoding the nuances between brand consideration and preference is crucial for shaping effective marketing strategies. This exploration not only enhances our understanding of consumer behaviour but also propels brands towards achieving a more pronounced and loyal customer base. #BrandResearchExcellence

Navigating the nuances between brand consideration and preference is crucial in today's market. Our deep dive into these metrics illuminates the path to crafting marketing strategies that resonate deeply with consumers, setting the foundation for enduring brand loyalty.

𝗗𝗲𝗰𝗼𝗱𝗶𝗻𝗴 𝘁𝗵𝗲 𝗗𝘆𝗻𝗮𝗺𝗶𝗰𝘀: 𝗕𝗿𝗮𝗻𝗱 𝗖𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝘃𝘀. 𝗣𝗿𝗲𝗳𝗲𝗿𝗲𝗻𝗰𝗲 💡 𝗜𝗹𝗹𝘂𝗺𝗶𝗻𝗮𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗣𝗮𝘁𝗵 𝘁𝗼 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗖𝗵𝗼𝗶𝗰𝗲: Delve into the intricate world of brand metrics, where understanding the subtle differences between brand consideration and preference becomes the key to unlocking consumer choice. Our expert analysis offers a deep dive into these pivotal metrics, shedding light on how they shape marketing strategies and consumer decision-making. 📌 𝗙𝘂𝗻𝗱𝗮𝗺𝗲𝗻𝘁𝗮𝗹 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗶𝗻𝘁𝗼 𝗕𝗿𝗮𝗻𝗱 𝗠𝗲𝘁𝗿𝗶𝗰𝘀: 𝗨𝗻𝗿𝗮𝘃𝗲𝗹𝗶𝗻𝗴 𝗕𝗿𝗮𝗻𝗱 𝗖𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗮𝘁𝗶𝗼𝗻 🧐: Discover the importance of being in a consumer's set of choices and the strategies to increase your brand's consideration among target audiences. 𝗖𝘂𝗹𝘁𝗶𝘃𝗮𝘁𝗶𝗻𝗴 𝗕𝗿𝗮𝗻𝗱 𝗣𝗿𝗲𝗳𝗲𝗿𝗲𝗻𝗰𝗲 🌱: Learn how to elevate your brand from being just an option to becoming the preferred choice, through emotional connection, product superiority, and consistent communication. 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁 𝗳𝗼𝗿 𝗠𝗮𝘅𝗶𝗺𝘂𝗺 𝗜𝗺𝗽𝗮𝗰𝘁 🎯: Align your marketing efforts to not only boost brand consideration but also to convert that consideration into strong preference and loyalty. 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝗮𝗹 𝗧𝗼𝗼𝗹𝘀 & 𝗧𝗲𝗰𝗵𝗻𝗶𝗾𝘂𝗲𝘀 🔍: Equip yourself with the latest analytical tools and methodologies to accurately measure brand consideration and preference, enabling informed strategic decisions. 🔗 [Enhance Your Strategy] https://lnkd.in/g_Hs4avn Brand consideration and preference are more than just metrics; they are the cornerstones of building a successful brand strategy. By understanding and influencing these factors, marketers can create more effective campaigns that not only attract but also retain customers, securing a competitive edge in the bustling market landscape. #BrandStrategy #ConsumerBehavior #MarketingMetrics #BrandConsideration #BrandPreference

Marketing is getting more competitive by the day. Brand Activation is no longer a "nice to have" – it's a critical differentiator. Here’s everything you need to get started on Brand Activation 👇 Stay tuned for more on brand activation techniques, especially in the healthcare industry! #brandactivation #marketing #brandactivationmanager #brandactivationcampaigns #egypt

Your Friday Read is here! 👩💻 This time, it's all about brand activations. In our latest blog we answer three key questions: 1. Why are brand activations important? 2. How to make yours stand out? 3. Where to start with planning? Read all about it and let us know what you think. https://lnkd.in/ePxfyRZu

This webinar presents groundbreaking research that reshapes our understanding of brand growth. For the first time, Kantar has combined attitudinal and behavioral data at scale, revealing powerful insights into how brands achieve sustainable growth in today's dynamic market. 𝗧𝗵𝗶𝘀 𝗯𝗹𝘂𝗲𝗽𝗿𝗶𝗻𝘁 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀 𝘁𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗯𝗿𝗮𝗻𝗱 𝗴𝗿𝗼𝘄𝘁𝗵 𝗺𝗼𝗱𝗲𝗹𝘀 𝘁𝗵𝗮𝘁 𝗿𝗲𝗹𝘆 𝗵𝗲𝗮𝘃𝗶𝗹𝘆 𝗼𝗻 𝗯𝗿𝗮𝗻𝗱 𝗽𝗲𝗻𝗲𝘁𝗿𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗮𝘃𝗮𝗶𝗹𝗮𝗯𝗶𝗹𝗶𝘁𝘆. While these factors remain important, their research demonstrates a strong correlation between brand penetration and consumer attitudes, underscoring the crucial role of brand equity in driving growth. The webinar will explore: • 𝗧𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 "𝗠𝗲𝗮𝗻𝗶𝗻𝗴𝗳𝘂𝗹 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲": Their analysis reveals that brands exhibiting high "Meaningful Difference" – the ability to meet consumer needs in a distinctive and memorable way – achieve greater penetration and penetration growth over time. We'll explore the strategic implications of building brands that resonate deeply with consumers, leading to stronger predispositions and sustained success. • "𝗙𝘂𝘁𝘂𝗿𝗲 𝗣𝗼𝘄𝗲𝗿" 𝗮𝘀 𝗮 𝗚𝗿𝗼𝘄𝘁𝗵 𝗣𝗿𝗲𝗱𝗶𝗰𝘁𝗼𝗿: They introduce the concept of "Future Power," a key indicator of future growth potential. Brands with high Future Power possess a greater level of consumer predisposition relative to their current size, suggesting a significant "tailwind" for future expansion. We will examine how to assess and leverage Future Power to inform strategic decision-making and prioritize brand investments. • 𝗧𝗵𝗲 𝗖𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝗥𝗼𝗹𝗲 𝗼𝗳 "𝗔𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻 𝗣𝗼𝘄𝗲𝗿": While predisposition is essential, converting it into actual sales requires effective activation. "Activation Power" encompasses factors like distribution, pricing, and promotions that influence purchase decisions at the point of sale. We will highlight the importance of optimizing these elements to maximize the conversion of predisposition into tangible sales growth. This webinar offers valuable insights for brand marketers to: • Understand the evolving dynamics of brand growth in a data-driven marketplace. • Develop strategies to build strong, distinctive brands that resonate with consumers. • Identify and capitalize on growth opportunities by leveraging "Future Power" and optimizing "Activation Power." • Attendees will gain access to exclusive research findings and actionable intelligence that can transform their approach to brand building and drive sustainable growth in the years to come. We hope you can join us along with our speakers, Jane Ostler and Graham Staplehurst. Register to join live and for early access to the on-demand recording: https://lnkd.in/e4rvVSNR. #marketing #brand #cmo #MMAGlobal