CASE STUDY
Benchmarking Brand Performance Quarterly to Guiding Marketing Initiatives and Increasing Sales Revenue
The client, a global leader in the tuberculosis diagnosis market, wanted to set up the baseline benchmark of product brand performance, including brand awareness, brand usage, share of voice, promotion activities and corporate image.
Solutions
- Understand brand awareness and usage behavior by foreign and domestic players amongst clinicians and labs technicians
- Tracking the frequency of sales visit and share of voices by foreign and domestic players amongst clinicians and labs technicians
- Evaluate corporate image and sales capabilities by foreign and domestic players across clinicians and labs technicians
- Understand the differences and gaps across all foreign and domestic players across clinicians and labs technicians
Methodology
- Conducted 120 surveys to clinical and laboratory departments, including respiratory, infectious disease and rheumatology
- Allocation of target and random hospitals = 60%:40%
- Allocation of top sales vs. non-top sales province = 60%: 40%
- Allocation of general vs. specialized hospitals=70%:30%
Our Process
Survey Design
Brand awareness and usage behavior
Data Analysis
Performance Evaluation
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