Establishing A Brand Tracking Research Program to Elevate Messaging for a New Brand

Our client was launching a biosimilar for a common health condition and needed to establish baseline metrics for tracking brand performance and perceptions. They needed insights to:

• Assess healthcare professionals’ awareness, trial, and usage of both the new biosimilar and key competitors.
• Explore how stakeholders perceive the interchangeability between the biosimilar and other available treatments.
• Measure product performance including perceived drivers, barriers, and usage intent

We implemented a quantitative research plan to unlock the necessary insights:

• 25-minute survey among Physicians, Pharmacists, NP/PAs, and other stakeholders
• Included a Maximum Difference Scaling (MaxDiff) exercise to quantify the most important factors in the decision to prescribe various therapy options:
• A baseline wave was conducted, with additional annual waves planned to track performance and metrics

Insights from the research:

• Established baseline performance metrics to inform commercial strategies and tactics
• Identified key messaging and strong value story opportunities that could enhance the biosimilar’s market launch and positioning
• Informed the creation of a targeted marketing campaign including tailored messaging and communication strategies