Healthcare

Communications & Brand

PHOENIX CUSTOM HEALTHCARE PROGRAMS:

We use the most appropriate tools to develop, refine, and test your communication pieces, from concepts to ads to and visual aid testing – whatever the medium you have in mind.

Phoenix has developed special communications and brand analytics programs especially for our clients in the healthcare market. The programs were designed by researchers with expertise in marketing, advertising, brand analytics, predictive models, research, and advanced marketing mix modeling for the healthcare market.

Our custom healthcare programs are supported by some of our key tools.

In the U.S., Phoenix’s proprietary models measure historical ad performance databases including thousands of creative evaluations across all media categories. Our state-of-the-art, forward-looking market mix models help you to evaluate marketing investments by combining internal and external data sources. Our U.S. norms database is a comprehensive, comparative resource for new communications development.

This arsenal of programs and tools, combined with our researchers’ speed, and freedom to customize, result in unmatchable communications and brand solutions for Phoenix clients.

PHOENIX 360ᴼ PATIENTVIEW (US)

Phoenix 360 PatientView trackers provide integrated marketing metrics. PatientView is designed to gauge current brand...

Phoenix 360 PatientView trackers provide integrated marketing metrics. PatientView is designed to gauge current brand health and competitive position in the US market and to measure and track the impact of consumer marketing.

Phoenix is the only company with 360ᴼ integration of advertising performance with behavior outcomes and condition-specific response models. Total market inclusion of ads (all brands across all media) allows looking at data from all angles to get the complete patient picture:  the campaign level, media channel level, and individual ad level.

In addition to the total ad market view, all first month ads receive deep-dive diagnostics which are measured against extensive normative data to evaluate ad performance and competitive impact.  Clients also have the opportunity to test pre-launch ads and add custom questions.

In addition to the comprehensive advertising syndication, Phoenix offers report options focusing on brand health and competitive market analysis with less emphasis on the advertising portions of the study.

PHOENIX CREATIVE EXPRESS (US)

Phoenix Creative Express is a quick-turn ad evaluation among low-incidence audiences (client specified target) that...

Phoenix Creative Express is a quick-turn ad evaluation among low-incidence audiences (client specified target) that provides key metrics such as awareness, impression, consideration, and recommendation.

Clients can select up to four ads from any advertising brand, across any media channel to test; either in-market, historical, or pre-market. In addition, ad performance can be compared to US industry norms developed in our ongoing category audits for best in class and competitive analysis.  Clients are now able to quickly assess their ad’s performance, conduct disaster checks, make ad rotation decisions, and compare their ad’s results to key advertisers in the category and against custom-built norms specific to the indication and media channel.

creativeexpress

PHOENIX SWEET SPOT RESEARCH

Leveraging 18 months (or more) of historical US data, we determine if there is an...

Leveraging 18 months (or more) of historical US data, we determine if there is an identifiable ‘sweet spot’ among patients: a time when they are most likely to ask their physician about a specific class or brand of treatment. The research identifies the specific time and set of customer attitudes, behaviors, and/or characteristics that precede switching to a specific brand. If applicable, we partner with brand teams to determine the DTC advertising plan that would most optimally influence brand switching.

PHOENIX PRINT EVALUATOR

Phoenix’s Print Evaluator provides marketers with a tool for copy testing any type of print...

Phoenix’s Print Evaluator provides marketers with a tool for copy testing any type of print creative that combines the detailed commentary of a qualitative interview with the projectability and speed of an online, quantitative survey.

Designed as a next generation “Heat Map” tool, our Print Evaluator expands upon the standard print ad appeal open-end, enabling researchers to get “focus group-like” consumer feedback on different aspects of print creative on a quantitative basis.  Respondents select specific likes and dislikes and for each selection are asked to provide detailed feedback as to why that area stood out for them.  The result is a blueprint for ad optimization.  The tool can be applied to advertising/communications at all stages of development – from rough concepts through to finished creative.

PHOENIX VIRTUAL MAILBOX®

The Virtual Mailbox® Testing Capabilities solution is a proprietary quantitative online research approach that provides...

The Virtual Mailbox® Testing Capabilities solution is a proprietary quantitative online research approach that provides clients with realistic, insightful, actionable feedback to new concepts, direct mail, and email pieces (versus a competitive set).

This solution provides a high return on your research investment, especially compared to a traditional in-market test.  By simulating the mail or email sorting experience, respondents open a digital mailbox, as they would in real-life, and take actions based on the mail received, providing reliable projections as to how your communication pieces will perform in the marketplace and diagnostics on how to improve them.

PHOENIX LINGUISTIC INFORMATION PROFILING

Built as a concise add-on to qualitative and quantitative surveys, the LIP tool is a...

Built as a concise add-on to qualitative and quantitative surveys, the LIP tool is a specialized battery of psychology-based attitudinal and behavioral preference questions which are known to indicate how healthcare professionals and patients respond to ‘information’ based on the preferences demonstrated

By doing so, we give our clients a deeper understanding of their customers and what motivates them and thus ‘how’ to talk to them in your marketing strategy and communication.

In the development of communication work for a brand whether the way in which a product TPP is described, messages are written or even the ‘tonal’ aspects of visual stimulus, having this knowledge about your target customer supports you and your communication agency.  It gives a ‘head start’ when developing materials saving time and money

Phoenix Atlas

The Phoenix Atlas helps clients understand the impact ads, campaigns, recalls, and various other marketing initiatives...

The Phoenix Atlas helps clients understand the impact ads, campaigns, recalls, and various other marketing initiatives have on their brand, both on a detailed and holistic level.

Examining patient / consumer online conversations to understand how a brand is being discussed is vitally important in the current environment where increasing amounts of information are sought and exchanged within the social media universe.  The Phoenix Atlas can help answer strategic questions such as:  What is being said online about your brand?  How does the online buzz evolve over time?  How are consumers/ patients describing your brand/products online and within their social networks?  Whom do they compare your brand/ product against most often?

PHOENIX PRINT EVALUATOR

Phoenix’s Print Evaluator provides marketers with a tool for copy testing any type of print...

Phoenix’s Print Evaluator provides marketers with a tool for copy testing any type of print creative that combines the detailed commentary of a qualitative interview with the projectability and speed of an online, quantitative survey.

Designed as a next generation “Heat Map” tool, our Print Evaluator expands upon the standard print ad appeal open-end, enabling researchers to get “focus group-like” consumer feedback on different aspects of print creative on a quantitative basis.  Respondents select specific likes and dislikes and for each selection are asked to provide detailed feedback as to why that area stood out for them.  The result is a blueprint for ad optimization.  The tool can be applied to advertising/communications at all stages of development – from rough concepts through to finished creative.

Phoenix Brand Narrator

Brand Narrator is a Phoenix Healthcare research program that helps clients systematically develop and execute...

Brand Narrator is a Phoenix Healthcare research program that helps clients systematically develop and execute a winning communications strategy for their brand. Based on extensive experience in multiple therapeutic categories, Brand Narrator employs a focused, step-by-step approach to identifying a brand’s ideal narrative for communicating the target positioning to key constituencies. The Brand Narrator methodology works effectively for both new (pre-launch) products and in-market products requiring a re-positioning and/or communications strategy refresh (new indication, new clinical data, change in the competitive landscape, etc.). We customize the Brand Narrator design to fit the specific circumstances of our client’s objectives, competitive dynamics, and current inventory of market intelligence.