Comprehensive global brand health evaluation for diabetes: 9 Brands, 19 Countries
Since 2011, Phoenix Marketing International has helped a pharmaceutical company better understand its brand health. Sounds simple in theory, except this research covered 9 diabetes brands in 19 countries. The complexity of the project presented unique challenges.
Phoenix Marketing International designed the project to address four specific challenges:
- Qualified Respondents. The nature of diabetic care is that patients turn to both General Practitioners (GP’s) and Specialists. Therefore, we included both types in our research; grand total: 2,500+ doctors.
- Methodology. We conducted an extensive quantitative survey in each country. We then completed qualitative telephone (and face-to-face in selected countries) interviews with about 250 physicians to dig deeper.
- Data Collection. Most surveys in the quantitative phase were conducted online, but in response to cultural and technological differences, we conducted the surveys face-to-face in several countries.
- Analysis. The study was replicated over multiple years to track changes in the brands’ health. We also conducted an analysis of stated and derived importance to understand the disconnects between factors related to diabetes drugs that physicians said were important vs. what their behavior indicated was actually important to them.
Phoenix produced an extensive global report focusing on each brand, as well as individual country-level reports, to assist in-country brand management. Brand managers rely on this report as their main reference point for all marketing decisions throughout the year.