Ipsos Healthcare Builds Equity Offer

Ipsos Healthcare has announced the global launch of a new research framework, EquityVision, which builds on its BrandVision product to 'link the major sources of commercial equity in the multi-channel healthcare marketing environment.'

BrandVision monitors brand performance using a combination of 'Attitudinal Equity' (AE) and barrier effects to estimate market share. The new EquityVision portfolio will include BrandVision and a new AE-based product, CorporateVision, which looks at the impact on brand performance of companies and sales reps, in addition to the brands themselves, analysing how these factors interact to give users 'a comprehensive and integrated approach to the management of commercial equity.'

EquityVision is a modular solution that can be tailored for specific client needs and used with any tracking study, and will be further enhanced later in the year with the addition of channel AE and message impact measures.

Neil Martin, Associate Director of the division's Advanced Analytics Group, says the new portfolio 'addresses all three challenges currently facing our clients: connecting findings across key sources of commercial equity; taking account of the new world of multi-channel promotion and service; and understanding how to impact customer behaviours that underpin commercial performance.' Gareth Phillips, UK MD and Head of Western Europe, adds: 'As our clients explore new commercial models and seek to deliver value 'beyond the pill', extending the Attitudinal Equity concept is very timely. The EquityVision approach avoids the myopia inherent in many brand trackers, offering instead a holistic understanding of today's commercial environment.'

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