Resources

Download / Print our Strategy Tip! Positioning and Messaging: Creating A Foundation for Brand Strategy Pause to reflect on your favorite brand. When prompted to dissect it, you’ll likely find that you instinctively understand what they stand for, how they’re perceived, and their commitments to you as a customer. This is their positioning. On the […]

“We’ve created countless pharma brand names. And you know what? We internally dislike 99% of them. There’s clearly something wrong,” says a pharmaceutical marketing professional with 20 years of experience. Truth be told, marketing teams in pharma often discard their own promising ideas prematurely. This tendency results in many, commercially viable names never being presented […]

Download / Print our Strategy Tip! 1. I recently picked up golf; and I have really fallen in love with Penguin Brand golf shirts. A friend asked what I want for my birthday. I said, I like Penguin Brand golf shirts. She asked, why do you like that brand? I said, because Penguin Brand golf […]

Download / Print our Strategy Tip! The first chapter in the series will outline the importance of identifying tensions for the success of your brand and provide strategies to successfully achieve this. The key to achieving behavioral change is understanding how people make decisions. Perceptions and behaviors are entrenched within subconscious decision-making loops which makes […]

Effective message testing plays a vital role in marketing and communication research as it allows us to understand the effectiveness and impact of product messages on target audiences. However, when conducting message tests, it is essential to consider the nuances between personal and non-personal promotion. Personal promotion, facilitated by a sales representative or an MSL, […]

In today’s healthcare landscape, achieving a successful pharmaceutical marketing strategy requires a comprehensive and multi-dimensional approach. Understanding the myriad of factors affecting doctors’ prescribing habits can be complex and elusive. However, leveraging qualitative interviews, geospatial data, and institutional Salesforce data can unlock insights leading to tangible improvements. Lissa Tallman, Ph.D., presents at the Pharma Communication […]

Demand studies are a keystone of pharma primary market research (PMR) plans.  Whether you refer to them as demand studies, share assessments, or TPP conjoints, the fundamentals remain the same. In short, organizations are seeking information that will inform uptake, peak share potential, and competitive risk. These considerations are vital for refining forecasts and making […]

In the evolving landscape of pharmaceutical market research, finding deeper insights beyond reported data is paramount. Jessica VandenPlas, Research Director at OptiBrand Rx, sheds light on a technique employed by our firm – the analysis of micro-expressions. The Power of Micro-expressions Micro-expressions, involuntary facial expressions reflecting real-time emotional states, have been part of market research […]

Learn how eye-tracking and micro-expressions work hand-in-hand with OptiBrand Rx’s new technology: Facial IQ. Quantitative surveys and qualitative interviews with healthcare professionals, patients, and caregivers can provide valuable information. Understanding what your stakeholders believe, how they behave, and what motivates them is often just a few questions away.  However, even the best respondent can only share […]

Sound familiar? High expectations. A limited budget. Well-established competitors. Area ripe for innovation. If so, read on. Whether you’re an avid fan of baseball, literature, or film, you’re probably familiar with the term “Moneyball.” The 2003 book by Michael Lewis, and later, the movie starring Brad Pitt, recounts how Billy Beane, General Manager of the […]