Healthcare
___________Impact of promotional activity on medical and pharmaceutical target Analysis of the visit, the delegate, the materials and the messages
INITIAL SITUATION
Our client needed to understand and analyze the impact of the medical visit and the promotional activity to pharmacists to improve the quality of the visit and optimize the relationship between the delegate and the target.
METHODOLOGY
Quantitative approach through regression analysis, Bayesian and Max Diff to analyze the main activators that enhance the prescription of doctors and recommendation of pharmacists in the category (visit pressure, messages, scientific evidence, delivery of samples / products, direct investment in the prescriber , training, support in the pharmacy, etc.).
OBJECTIVES AND RESULTS
Understand how the different areas and commercial sectors that coexist within this CC
they integrate it
Determine the market reality of the shopping center, based on its attractiveness, penetration and image and perceived positioning.
in its area of influence
Detection of shortcomings, demands and possible strategic paths to follow that can be tested and confirmed in their quantitative phase
Detect, among the consumer's preferences, those concepts and/or coherent marketing lines in the short and medium term to which the commercial offer (of the expanded area) must tend with which to gain market share,
Obtain and quantify that composition of the
mix that:
Maximize potential user preferences.
Optimize current buyer penetration levels.
Identify those segments with the greatest
profitability for the CC.
