Brand Launch
and post-launch marketing

Getting the product developed, approved, and launched is only the start of the process of creating a successful brand. Once launched, the marketing team must shift their focus from launch readiness to monitoring and maximizing the product now that it is available to patients and prescribers. Effective launch and post-launch marketing are critical to understanding brand health, measuring campaign effectiveness, and anticipating competitive threats.

AplusA gives you visibility into brand performance with our suite of launch and post-launch marketing tools.

Brand Launch
and post-launch marketing

Getting the product developed, approved, and launched is only the start of process of creating a successful brand. Once launched, the marketing team must shift their focus from launch readiness to monitoring and maximizing the product now that it is available to patients and prescribers. Effective launch and post-launch marketing are critical to understanding brand health, measuring campaign effectiveness, and anticipating competitive threats.

AplusA gives you visibility into brand performance with our suite of launch and post-launch marketing tools.

DEMAND FORECASTING

Demand forecasting is a vital tool in anticipating product uptake and in identifying potential competitive threats to optimal brand performance. Whether determining market potential for an early-stage asset or preparing the go-to-market strategy for a pre-launch product, AplusA can develop demand forecasting solutions to meet your brand team’s needs.

AplusA’s expertise in Patient Charts studies as well as our extensive portfolio of Syndicated Solutions are ready to help you with:

Product Share

Estimate potential share for your product and your competitors’ products broken down by market, patient type, physician specialty and other relevant factors.

Source of Share

Identify the key patient, physician, and product characteristics that are likely to contribute to positive prescribing behavior for your product, as well as factors that contribute to product switch both away from and to your brand.

Head-to-Head Testing

Create demand forecasts ahead of final clinical trial results by assessing the comparative performance of multiple product profiles.

Brand Usage

  • Line of Therapy Usage – Accurately forecast product share within complex therapies, such as cancers, by pinpointing usage across multiple lines of therapy.
  • Dose and Duration of Treatment – DOT is not a unique concept: its definition and measurement method vary according to the objective and final use of the information: feeding a forecast model, supporting a medical communication or assessing the impact of the last marketing campaign for example

Campaign Evaluation

With an overall spend of nearly $30B across the industry, the stakes are high for medical marketers to design effective campaigns that will show a tangible return on investment. It is critical to conduct a campaign evaluation after every launch in order to continuously evaluate and adjust your messaging, salesforce activity, and support programs, and to keep pace with market changes.

AplusA’s campaign evaluation tools translate research into actionable insights, enabling you to communicate more effectively about your product’s benefits.

Message Awareness and Recall

Determine the reach and “stickiness” of your campaigns through a combination of aided and unaided awareness measurements among key stakeholders.

Salesforce Effectiveness

Assess the effectiveness of your field force in communicating key messages to your product’s target prescriber population. Highlight and address opportunities for sales training and enhancement.

Detail Aid Evaluation

Learn how well your detail aids perform in the field to support the key messages carried by your sales force.

Support Program Assessment

Evaluate the efficacy of your treater and patient support programs in promoting stronger patient outcomes and positive perceptions of your brand.

Performance Evaluation

With nearly two-thirds of all newly launched pharmaceutical products failing to meet pre-launch sales expectations, the pressure is on for marketing teams to maximize the post-launch market opportunity.  Reliable, actionable insights into a product’s performance as well as the “whys” behind it are critical to identifying challenges early and creating and implementing effective strategies to combat them. AplusA offers performance evaluation of your product once it reaches the market.

 

Campaign Evaluation

AplusA’s proprietary message testing solutions and Augmented Insights approach, can help to measure the effectiveness of your existing campaigns and pinpoint areas of opportunity to drive product adoption.

Key Performance Indicator Tracking

AplusA’s proven SuccessTrack custom solution as well as our full suite of Syndicated Studies can help you to monitor product performance and market share on an ongoing basis and assess threat vectors from new market entrants.

Social Media Insights

AplusA’s social media intelligence suite, Connect, helps you to evaluate social media “buzz” around your product and the treatment area among patients, physicians, and other key stakeholders.

BRAND EQUITY

The perception of a brand can have a significant halo effect – both positive and negative – on the uptake of that brand’s products. Understanding your brand equity can be pivotal in optimizing marketing campaigns and supporting positive perceptions of the brand in the marketplace.

Using both qualitative and quantitative techniques, including SucessTrack custom solutions and our suite of Syndicated Studies, AplusA empowers you to manage your brand equity through a comprehensive set of measurement tools that examine various aspects of brand health.

 

Brand Awareness

Quantitatively measuring the strength of your brand across key stakeholders in the treatment pathway, including the overall breadth and depth of awareness and recall.

Brand Image

Using a combination of qualitative and quantitative approaches to measure stakeholders’ perceptions and preferences regarding both your brand as well as other brands in the same therapeutic area.

Brand Performance

Evaluating the impact of brand equity on the brand’s current and future market performance and identifying areas of opportunity to enhance brand image.

Company Brand Image Assessment

The reputations of healthcare company brand images are under assault as never before. Maintaining and promoting a positive perception of company brand image have a significant halo effect on the brands offered by that company. Conversely, a negative image perception can jeopardize new launch products and in-line, mature brands alike.

AplusA enables you to manage your company brand image through a comprehensive set of measurement tools, including our SuccessTrack performance monitoring platform as well as our full portfolio of Syndicated Solutions, that examine various aspects of corporate reputation health.

 

Defining Performance Measures

Ensure that you are measuring and managing the things that are meaningful to your stakeholders.

Identifying Stakeholders and Influencers

Ensure that you are reaching the right individuals and organizations for feedback.

Prioritizing Organizational Initiatives

Ensuring that investment is being placed in areas that will result in greatest reputational return on investment.

Sales Force Optimization

Ensuring that your field force is effectively communicating your product’s message to potential prescribers is crucial to driving product success. Additionally, brand teams also need to monitor competitive messaging to adapt the detail to counter competitor claims and approaches.

AplusA’s sales force optimization tools, including SuccessTrack performance monitoring and our Augmented Insights solutions, enable you to assess all components of your field marketing strategy, such as detailing, customer meetings, or speaker programs so that you can achieve maximum return on your marketing investment.

 

Message Recall

Assess lasting impact of your brand’s key messages as well as those of your competitors.

Field Representative Ratings

For your team as well as competitor reps, including their credibility, knowledgeability, and other important dimensions.

Detail Aid Evaluation

Determine whether the materials you provide are contributing positively to the sales experience.

Training Gap Analysis

Identify those areas where your field force would benefit from additional learning and enhancement.

Overall Impact

Measure the impact of your field force activities on driving brand success, including prescribing intent and brand perception.

Product Line Extension

Product line extensions to existing brands are a compelling way to extend your product’s lifecycle and drive maximum value from product development and marketing investment. Implementing the wrong line extension, however, can confuse the market, dilute the brand, and diminish existing share.

AplusA enables you to limit your line extension risk by conducting product line extension research and thoroughly evaluating the opportunity and criteria for success regardless of which global market you’re entering.

 

AplusA’s proven tools, such as Patient Chart studies, Augmented Insights, and Estimated Share of Preference (ESOP) can help you with:

Trade-off Analysis

Examine the benefits of a new possible product configuration, such as increased strength, a from a prescriber and patient standpoint.

Preference Share Estimation

Evaluate the likelihood of potential prescribers to write for the new product formulation and to identify impact to and dismantling of the existing formulation.

Pricing Sensitivity Analysis

Assess provider, patient, and payer pricing thresholds and potential contracting disadvantages to the line extension.

Let’s talk!

Need market research for your brand launch or post-launch marketing projects?
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