Ipsos Healthcare Rolls out EquityVision Globally

Ipsos Healthcare has announced the global launch of EquityVision – the first brand-building research framework to link the major sources of commercial equity in the multi-channel healthcare marketing environment.

EquityVision is the next generation of Ipsos Healthcare’s BrandVision, the brand performance-monitoring framework that combines Attitudinal Equity (AE) with barrier effects to provide estimated market share. EquityVision extends the Attitudinal Equity concept to include brands, companies and sales representatives, all of which have the power to impact brand performance. It then links these Attitudinal Equities to enable clients to understand how they interact – allowing a comprehensive and integrated approach to the management of commercial equity. The EquityVision portfolio currently comprises BrandVision and CorporateVision (brand AE, company AE & sales rep AE), with channel AE and message impact to follow later this year.

Commented Neil Martin, Associate Director of Ipsos Healthcare’s Advanced Analytics Group:

“EquityVision addresses all three challenges currently facing our clients: connecting findings across key sources of commercial equity; taking account of the new world of multi-channel promotion and service; and understanding how to impact customer behaviours that underpin commercial performance.”

EquityVision is a flexible, modularised offering that can be tailored for specific situations and needs. Its measures are not limited to the BrandVision framework, but can be included in any tracking study.

Added Gareth Phillips, Ipsos Healthcare’s UK Managing Director and Head of Western Europe:

“As our clients explore new commercial models and seek to deliver value ‘beyond the pill’, extending the Attitudinal Equity concept is very timely. The EquityVision approach avoids the myopia inherent in many brand trackers, offering instead a holistic understanding of today’s commercial environment.”