Brand Preference Optimization
The increasing budgetary control by healthcare authorities and payers of pharmaceutical expenditure has led to a slowdown of the market growth.
Thus, to develop their sales, pharmaceutical companies have no choice but to focus their efforts to gain market share.
For this purpose, they need to set up a strategy to increase stakeholders' preference towards their brands.
The Concept: Brand Preference
The Approach: The "Brand Preference Mix"
- The concept of brand preference.
- The approach of "Brand Preference Mix" and its application to all pharmaceutical stakeholders.
- Practical tools to measure the preference level of stakeholders and to evaluate the "preferential" power of services.
- Practical examples of initiatives likely to strengthen the preference to brands.