BrandMark — Suite of Branding Services for the Pharmaceutical Industry
RTi is a principle provider of effective Branding research to the pharmaceutical industry. We offer the BrandMark suite of branding services, which was designed by RTi to build on your Brand Strategy.
Market Structure Exploration
In preparation for Positioning and Naming — critical elements of the branding process — patient presentation, treatment protocol and perceptions of opportunities are first explored through interviews conducted by RTi Key Medical Advisors. Then, by utilizing our unique qualitative processes, we identify target physician perceptions, patient population opportunities and competitive brand weaknesses, among other key branding criteria.
The RTi process utilizes Ideal Delineation and perceptual mapping to determine competitive brand vulnerability. This service provides key learning about the Market Structure, Market Target and User Benefits.
Positioning Optimization and Testing
At RTi, we specialize in determining the optimum market position for your brand. To decide upon the most powerful way in which to communicate a new product’s “Primary Point of Difference,” we call on our expertise by utilizing a series of iterative qualitative and quantitative methods. We first qualitatively identify and optimize the brand, and then assess the potential market opportunity of one or more product positionings by quantitatively measuring key market share and “Source of Business” data.
Further, our unique, yet proven computer-based interview allows us to accurately “drill down” to measure physician responses to brand positionings, by effectively analyzing and interpreting a physician’s scripting behavior, at a very detailed level. Results are reported in terms of scripting share for the new drug or indication.
Brand Name Development and Testing
To ensure our clients and their brands achieve “maximum impact,” RTi has developed a new category of brand names, Relational Asemantics, which our staff designed to relate to the market targets’ desires, as well as adhere to the strict standards set by World Wide Trademarking. Not only has Relational Semantics been successfully used by our clients, but the technique has been recognized by the FDA.
Brand names are developed and evaluated through a series of “Creative Sessions” with market target respondents and then quantitatively tested using our unique, in-person interviewing methodology to determine the strongest brand names on multiple factors. These “brand name leaders” are then evaluated against our Normative Data Base in the U.S. and worldwide to determine name perception and acceptance.