ChallengeDecisions are only as good as the information behind them. That’s especially true when marketing a pharmaceutical product, as you need a clear view of all stakeholders and influencers to optimise commercial success for your brand.
A top 10 oncology therapy company wanted to better understand market opportunities for a new indication within its oncology franchise. The company engaged Kantar because of its expertise in brand positioning research and brand optimisation strategies, to help it better understand the market potential for a new indication and to define the brand strategy.
ApproachKantar developed a new, innovative approach that paired two of its proprietary frameworks – Oncology Market Tracker (OMT) and Brand Plus™ Brand Equity solution – to deliver accurate market share information and provide strategic direction to maximise market opportunities.
The first-of-its-kind solution helped the client to fully prepare for, pilot and track performance on the launch of the new indication. Brand Plus™ Brand Equity was especially well suited for this brand optimisation strategy, as it allowed the brand team to understand the true growth opportunity for the brand and the actions the client needed to take to achieve the greatest value from pre-launch through launch.