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Working in partnership with pharmaceutical research professionals, ACNielsen HCI provides integrated quantitative and qualitative
research analysis and actionable recommendations. Working with you, we can agree on recommendations
to the brand team.
The HCI MAPS (Marketing Analysis for Promotional Success) process is comprehensive, ranging from
pre-launch testing and promotion budget planning to measuring the performance of
sales, advertising and other promotional tactics. ACNielsen HCI utilizes this process to help most of the
top 50 pharmaceutical companies to better manage their brands.
Products within HCI MAPS that can help you as a Marketing Research professional include:
MARKETING ANALYTICS
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Promotional tracking: Campaign Tracking System (CTS)™ - Does my campaign work?
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CTS™ PreTest
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- How well will this campaign perform?
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CTS™ PosTest
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- Is the campaign seen and remembered?
- What medium is driving the message?
- Is the brand team's core marketing message believable, relevant, and unique?
- Is support promotion doing its job?
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CTS™ MarketReview
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- What is the promotional landscape in this market?
- Is competitive promotion effective?
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CTS™ Plus
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- Is promotion changing perception? behavior?
- Is promotion increasing sales?
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SALES ANALYTICS
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Sales force effective studies:
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CTS™ Sales Test
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- Are the brand team's promotional materials used?
- What do the reps get out of the support material?
- What do they like/dislike about the material?
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CTS™ PosTest
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- Is the message being delivered effectively?
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ACNielsen HCI senior staff comprises professionals who have held positions in Product Management,
New Product Development, and Advertising Management. They have also had experience in pharmaceutical
advertising agencies and marketing research companies. The recognized experience and expertise of the
ACNielsen HCI team is founded upon seasoned knowledge of the pharmaceutical business and products and a
sensitivity to the demands, challenges, and requirements of pharmaceutical research professionals.
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