Building a Differentiated Value Proposition for Pharma Brands with Empirical Emotional Research
The competitive environment in bio-pharma is more intense and difficult to navigate than ever before. Many therapeutic areas are now threatened or dominated by generics, biosimilars or biologics and drug development often results in new molecules that are minimally differentiated from existing treatments on clinical characteristics such as efficacy or safety. In this new environment, the ability of a brand to connect with customers on a differentiated emotional level has never been more important.
The Solution: Censydiam and Ipsos Bayes Nets
This framework is called Censydiam and is based on a well-established psychological theory of human motivation. Our Censydiam framework has both qualitative applications in which the specific emotional territories are uncovered and articulated as well as a quantitative model that enables empiric measurement of what emotional territories brands and customer segments inhabit.
