GfK Healthcare Debuts 'Brand Personality' Tool

In the US, GfK Healthcare has launched a suite of healthcare-specific brand positioning and diagnostic tools for measuring the 'cognitive and emotional strengths' of a brand.

The new Brand BEAT (Brand Equity Assessment & Tracking) product offers product managers a modular approach to measuring and monitoring a brand's health.

At its core is the Brand Equity Assessment, which calculates 'brand cognition' (rational and logical elements) together with 'brand heart' (emotional elements), to provide a predictor of physicians' future prescribing intentions and behaviour.

In addition, the solution combines evaluation of brand equity with customised modules - therapeutic area-specific, based on treatment practices, habits and experiences - plus analytics and normative benchmarks, to allow for comparisons against other brands.

The suite also includes Brand Awareness, Brand Performance, Brand Personality, and Brand Message Alignment modules, as well as the Brand Attrition Funnel which provides insight into a brand's strengths and weaknesses in areas such as presence, prescription volume and loyalty/bonding.

'Through Brand BEAT, a brand's strength can be assessed at any given stage throughout the product life cycle,' states Jeff Cartwright-Smith, SVP of Marketing Science. 'By measuring the brand's personality, physicians can choose from a large pool of possible associations to describe the brand. Thus it's the brand's personality, not the respondent's being assessed.'

US-focused GfK Healthcare is online at www.gfkhc.com and its parent at www.gfk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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