The number of touchpoints your stakeholders have with brands is ever-expanding, from traditional to digital and beyond. Successful brands use positive and memorable experiences to connect and build long-term relationships with customers like healthcare professionals (HCPs) that are foundational for future market success. So how do you ensure success for your brand?
1. Understand in which context the brand communication is happening
Besides measuring brand awareness and prescription behavior and preferences, it’s important to examine where the activity surrounding your brand communication is occurring. Whether it’s sales representatives’ visits, medical ads in physician journals or patient feedback on social media, coverage of the entire breadth of the multi-channel environment is essential.
2. Identify those touchpoints that have the strongest influence on the professionals’ prescribing behavior or recommendations
Across the paid, owned and earned activities mix, which ones are most impactful and have the strongest emotional imprint that drive a higher ROI? Which ones are underperforming? Besides distinguishing touchpoints that are more or less in control (paid, owned, earned), it’s important to also think of digital versus non-digital touchpoints or activities related to patients versus HCP target audience and so forth.
3. Understand the impact of each brand experience point and its implications – memorability can be good and bad
Measuring touchpoint reach is not enough to understand impact. As any experience (sales rep visit, patient feedback, congress, and other points of contact) leaves an emotional trace, there is a need for innovative measures. That is why in most health brand tracking studies GfK calculates a ConX score for each touchpoint. From a marketing perspective, it is of interest which HCPs had a memorable and positive experience and which had a memorable but negative experience. This score enables you to compare the experience of your touchpoints relative to your competition. Recent studies in health show better differentiation between touchpoints and brands with the ConX score than standard analysis.
4. Don’t underestimate the importance of measuring the changing customer experience over time
GfK has a similar approach to the ConX score with the more recently introduced RBX metric, which stands for the “recent brand experience.” It measures the dynamic reality of changing customer experiences over time. Any significant evolution on this indicator invites an in-depth analysis of each touchpoint experience.
5. Ensure your metrics capture a 360-degree perspective of your patient’s or the physician’s experiences with your brand
Recent health studies where both ConX and RBX metrics were captured, especially in more complicated therapeutic areas like oncology where you might have several therapy lines including branded, generic and drug combination therapies, show a clear and better differentiation between brands compared to traditional metrics only. Both metrics combined will help you achieve a comprehensive picture of the physician’s (or patient’s) experiences with your brand.
With this knowledge you can determine whether you have created a positive emotional imprint with the HCPs and to what extent this is effectively driving your targeted business outcomes.
For further information, contact Jan Guse.