MARKET RESEARCH FOR BRANDING MEDICAL PRODUCTS, SERVICES, CORPORATE OR INSTITUTIONAL IMAGES
JACK M. SHAPIRO P.O. BOX 1025 Maywood, NJ 07607 Phone: (201) 441-9815 E-mail: JSHealth@AOL.COM Website: www.JackShapiro.Com On Twitter @: Shapirohealth
Jack Shapiro, an internationally-known healthcare marketing consultant, market researcher, futurist, broadcast journalist and public speaker has outlined some of the issues related to using market research to enhance the branding efforts of medical products and services as well as corporate and institutional images.
Testing medical promotion should be a part of your efforts at branding your product, service, corporate, or institutional image. There are many ways in which to conduct such testing, according to Jack Shapiro. Here are a few of the most common versions, depending upon the state of development of an intended campaign. These are typically conducted using focus groups or one-on-one in-depth interviews with physicians, nurses, pharmacists, consumers and other appropriate respondents:
--- Early concept testing where the idea for an advertisement or an entire promotional campaign is summarized in a few sentences or paragraphs;
--- Testing early, rough graphics and/or copy;
--- Testing more developed prototypes which are closer to final graphics and copy;
--- Post-launch or post-publication in order to determine awareness of the campaign, message wear-out and lay the foundation for further changes in a new campaign.
If time permits, more robust quantitative testing with larger, projectable samples can be undertaken to determine the likely success of the ad compared to previously determined norms for the category. This is particularly common in the pharmaceutical industry.
These market research steps should ideally be taken before a campaign or product is launched, although it may be necessary to change the brands image and direction even years after launch. Institutions such as medical centers and nursing home system
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