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.
From the August 01, 2009 Issue of MM+M - Medical Marketing and Media
