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.
Issue-specific expertise:
- Brand Equity & Health
- Market Segmentation
- Market Definition & Targeting
- New Product Development & Evaluation
- Marketing ROI
- Brand Identity & Advertising Assessment
- Consumer Trends & Choices
- Tactical Marketing Programs
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's valuable information resource – KnowledgePanel® – 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.
Our therapeutic category expertise spans chronic and acute conditions, including:
Specialty Markets
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General Markets
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KN WEBCASTS & CONFERENCE PRESENTATIONS
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FEATURED INSIGHTS
- Driving Effective Drug Development and Targeting through a Consultative Research Approach
Interview with Tjun Wong - Marketing to Hispanics. Can You Afford Not to Research this Consumer Group?
Patricia Graham and Jannet Torres - Targeting Hard-to-Reach Audiences for Marketing and Disease-Education Programs
Justin Edge - Defining the Essence of Marketing Insight
Interview with James W. Masterson
ARTICLE LINKS
- 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."
