To establish the current baseline on brand health and communication impact.
The Client
A global provider of technologies and services that advance and accelerate the development and manufacture of therapeutics.
The Challenge
The client has established a baseline awareness in the (molecular and immuno) diagnostics market space through an initial marketing campaign over the last year.
The client now wishes to track and assess its brand positioning and impact of the campaign launched in the previous year.
Quantitative online survey (20 mins) based on a structured questionnaire developed and finalized with client.
The survey was administered to 420 respondents including Departments Heads /Managers, Principal/Senior Scientists, Lab Managers/ Heads/ Director/Technicians in US/Canada, West Europe, China and India.
To track the level of awareness, associations, and perceptions of client among customers.
To identify the brand positioning as compared to the competitors and evaluate the white spaces
To assess the success of the client’s Diagnostics marketing campaign and to test other campaigns in order to target the key audience with appropriate messaging.
Identified the current aided and unaided awareness of diagnostic component supplier along with its usage (past and current) and future consideration
Analyzed perceptual maps to evaluate the brand perception and brand linkage of client’s diagnostics products – compared with previous year and identify the ‘white spaces’ in the positioning.
Gathered the campaign perception around initial reaction, likeability, clarity, engagement, relevance , uniqueness, comprehension, and identified key areas of improvement.
Based on the overall insights we provided recommendations on:
Current positioning of the client’s brand as compared to competitors
Strategic partnerships with the brands associated with ‘differentiating attributes’
Areas of improvement in current campaign assets
Changes in each campaign asset in order to capitalize on current ‘white spaces’
