[ Pharmaceutical & Health Care ]
PRACTICE OVERVIEW
KN improves the marketing and program effectiveness of pharmaceutical companies through deep issue expertise, backed by practical advanced analytics. We build on a foundation of therapeutic category know-how, including the perspectives of patients and professional audiences.
KN ACQUIRES CADUCEUS MARKETING RESEARCH (CMR)
In a powerful expansion of its pharma capabilities and resources, Knowledge Networks has acquired CMR, which built and maintains a high quality online panel of health care professionals. The Physicians Consulting Network (PCN®) panel includes over 70,000 physicians, pharmacists, dentists, nurses and technicians. CMR's products and capabilities for identifying opportunities, tracking trends and evaluating messages for specialty Rx products are a complement to KN's existing pharma solutions. CMR is particularly strong at measuring market dynamics in specialty and oncology categories that are not well served by syndicated methods. The Mount-Arlington, NJ-based company offers both full-service market research services to pharmaceutical manufacturers and direct access to its panel to other analyst firms.
Issue-specific expertise:
- Market segmentation, definition & targeting
- Opportunity assessment/landscape mapping
- Brand positioning and messaging testing
- Optimizing brand identity elements
- Marketing ROI & ROO
- Brand equity & usage tracking
- Advertising and promotion assessment
- Optimize claims/configuration for products & programs, incl. clinical end points
- Outcomes research
- Message recall
We answer your strategic imperatives through great research. Advanced analytics deliver therapy insights and focused solutions, brought to life through workshops that accelerate the linkage between research and facts turned into insights and action.
Our focus is two-fold:
- Commercial business challenges in support of new or existing branded and unbranded therapies – for example, market segmentation using best practices and positioning to guide DTC advertising and professional marketing
- Outcomes data analysis for pharmaceutical clients and university-based researchers seeking unimpeachable data for high quality peer review of public policy needs, such as understanding the impact of therapy compliance programs to health and wellness outcomes
Our clients include large Pharmaceutical firms, small biotech players, health insurance companies and device manufacturers. We also enjoy strong relationships with health care advertising and PR agencies.
Knowledge Networks' drug development and healthcare expertise covers a range of areas, including the following examples:
- New Product Launch
- New Drug Launch (DTC): Segment the osteoporosis market to support the introduction of a new therapy
- New Drug Launch (Professional): Segment the professional treater market for a new prescription insomnia agent
- Established Brand Growth
- Support New Indication for Established Brand: Parallel surveys of GI patients and physicians to identify disconnects in approaches to treatment - supported client's application for new condition name, publication and detailing strategy
- Disease Management Program Development: Inform the marketing messages for a new direct-to-patient (DTP) preventive cardiovascular program
- Optimizing Communications
- Ad Tracking for In Line Therapy: Measure the impact of a media campaign targeting diabetics in national & test markets
- ROO and ROI for Print Ad Campaign: Measure return on DTC print magazine campaign for a prescription drug (presented at 2005 Worldwide Readership Symposium and 2006 ARF Audience Measurement Symposium)
- Outcomes Measurement
- American Dietetic Association Foundation: Study of Parents & Children on Obesity
- Measure attitudes and behavior toward hypertension and treatment among targeted suffering populations
Knowledge Networks also excels at designing and executing segmentations that align with managerial goals. We focus on:
- having the right interactions with the right people at the right touch points
- aligning your strategy across targets by weaving together the perspectives of your different audiences
- using workshops to bridge from insights to action
KN has two valuable information resources – KnowledgePanel® and PCN® (Physicians Consulting Network).
Knowledge Panel® is a representative sample and the only probability-based online research panel for patients/sufferers in the U.S., thereby bringing unprecedented accuracy to your research. The panel, which is recruited using a dual frame of RDD and Address-Based samples, includes subgroups that are under-represented in most research panels, such as elderly groups that are more prone to chronic conditions.
PCN® (Physicians Consulting Network) includes a representative cross section of 70,000 U.S. physicians, dental professionals, eye care specialists, pharmacists, veterinarians and other health care professionals. PCN is particularly well known for its high quality specialty panelists, covering hard-to-reach professionals like oncologists.
Our therapeutic category expertise spans chronic and acute conditions. Click here to see a list of major specialties covered by PCN.
KN WEBCASTS & CONFERENCE PRESENTATIONS
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FEATURED INSIGHTS
- Making Sure Your Segmentation Lives in the Minds of Your Target’s Champions
Joanne French - Identifying Global Targets: Getting It Right the First Time in an Evolving Marketplace
Katherine Binns - PCN® Team Completes Complex Physician Project on Tight Schedule for Princeton Brand Econometrics
Case Study - KN Health Care Team Deepens Analytics, Pharma/Biotech Expertise with Addition of CA-based Lee
- Physicians Consulting Network (PCN®): An Online Solution for Complex Health Care Research
- Choice Simulator Enables Scenario Planning, Simulates Product Trade-Offs That Patients, Physicians Make
ARTICLE AND PRESS RELEASE LINKS
- Engage Physicians via Smartphones – MARKETING:health, July 30, 2010
- What Doctors Do with Their Smartphones – Pharmalot.com, July 19, 2010
- Doctors and Smartphones: EHR Implications - Health Populi & KN’s PCN®, July 9, 2010
- Survey of Nearly 11,000 Doctors Shows Strong Adoption of Electronic Health Records, Other Digital Technologies, July 7, 2010
- Put Marketing Back into Segmentation – DTC Perspectives, 12/06
- NGP Interview with Justin Edge (June 2007)
- Improving the Effectiveness of Magazine Advertising, presented at WWRS 2006
Britta C. Ware, Roger B. Baron, and Justin Edge - 6/5/08 Business Week article: Online Polls: How Good Are They?
Author Burt Helm points to a core issue in online research quality: "...the pools of respondents, though massive, rarely represent the larger population." In contrast, the article praises KN: "[Their] method offers the best of both worlds: the statistical rigor of phone polling and the flexibility of the Web."
