GfK unveils BEAT to position brands

GfK launched Brand BEAT (Brand Equity Assessment & Tracking), a complete package of healthcare-specific brand positioning diagnostic tools for measuring the cognitive and emotional strengths of a brand.

Brand BEAT offers product managers a modular approach with the ability to measure and monitor a brand's health along a variety of dimensions.

The core of GfK Healthcare's Brand BEAT is the Brand Equity Assessment, which offers a holistic evaluation of brand equity by calculating “brand cognition” (rational and logical elements) together with “brand heart” (emotional elements). This exercise serves as a reliable predictor of physicians' future prescribing intentions and behavior. Brand BEAT combines the standardized evaluation of brand equity with customized modules (therapeutic area-specific, based on treatment practices, habits and experiences), standardized analytics and normative benchmarks to allow for comparisons against other brands.
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters


Investment in healthcare IT stands at an all-time high. The government has spent billions to promote EHR adoption. Yet the physician wish list is a mile long, while hospitals and patients are not where they need to be. To peel back the layers of what we've all been waiting for in the Great Data Capture of the 21st Century, and to review the changes enabling the healthcare data ecosystem to coexist, MM&M presents this e-Book. Click here.


What does going "beyond the pill" actually mean? At MM&M's recent inaugural spring conference, audience members heard from real-world companies that are managing the organizational, technological, and promotional challenges inherent in this transition, such as partnering with health neophytes, harnessing technologies that allow deeper engagement with patients, and adopting a new commercial mindset to serve, not sell. Download here.