Back to ResourcesA lot can change in a pharmaceutical market over the course of a single quarter. Competitors may introduce new campaigns, adjust messaging, focus on different audiences or increase activity across specific promotional channels.
Keeping track of individual developments is one thing. Understanding what they mean in the context of the broader market is another.
dtw’s Market Review reports turn the promotional intelligence captured through CDP into a focused analysis of a specific market and quarter. By bringing together market trends and individual brand activity, these reports give pharmaceutical teams a clearer view of what happened, what competitors were communicating and how brands positioned themselves within the market.
See the Quarter at a Glance
CDP provides access to a searchable collection of pharmaceutical promotional materials across print, digital and social channels. Market Review reports take that intelligence a step further by bringing the activity from a specific quarter together and providing analysis that helps teams understand the bigger picture.
Each report begins with a market-level view of promotional activity, highlighting notable news and campaign developments alongside activity across the competitive landscape.
Teams can gain insight into promotional activity across brands, including the volume of promotions, channels used, HCP versus DTC messaging and the distribution of digital and print materials.
Together, these insights make it easier to answer important questions about the quarter. Which brands were most active? Which audiences were they targeting? Which channels were they using to reach them?
Instead of reviewing promotional activity piece by piece, teams get a consolidated view of what was happening across the market.
Understand What Competitors Are Saying
Knowing how active a competitor has been is useful. Understanding what they are communicating adds another layer of competitive insight.
Market Review reports examine the messaging appearing across promotional materials captured through CDP. Message analysis provides additional context around the topics competitors are emphasizing and how brands are positioning themselves within the market.
This can help teams identify messaging priorities, compare themes across competitors and recognize where the conversation within a market may be changing.
Over time, quarterly reviews can also provide valuable context for understanding how those priorities evolve.
Take a Closer Look at Individual Brands
The market-level view is only part of the story.
Market Review reports also move deeper into individual brands, providing product summaries that capture new promotional pieces, news and campaign content, key topics and promotional channel utilization.
Detailed analysis provides additional context around the promotional activity captured during the quarter, with representative examples across areas such as campaign content, product information and medical education.
This combination of market-wide and brand-specific intelligence helps teams move beyond simply knowing that a competitor launched something new. They can better understand what the brand communicated, who it was speaking to and how that activity fits within the broader competitive landscape.
RELATED: See the Full Story Behind Competitive Brand Strategy with dtw’s Brand Evolution SnapShot
Put Quarterly Competitive Activity Into Context
CDP gives teams ongoing access to the promotional activity shaping their markets. A Market Review provides an opportunity to step back from that activity and see what the quarter looked like as a whole.
For brand and marketing teams, that can mean a clearer understanding of the promotional environment surrounding their products. Competitive intelligence teams can quickly identify notable activity and areas worth exploring further. Strategy and insights teams can use the findings to add competitive context to planning and decision-making.
And because each report focuses on a defined quarter, teams can use Market Reviews to build a clearer picture of how promotional activity, messaging and competitive priorities change over time.
Rather than relying on disconnected observations from throughout the quarter, teams have a consolidated resource they can return to as they evaluate the market and plan what comes next.
Start the Next Quarter With a Clearer View
The end of a quarter is a natural time to look back before moving forward.
dtw’s Market Review reports help pharmaceutical teams understand the competitive activity that shaped the previous quarter, from market-wide promotional trends to the messaging and materials of individual brands.
Ready to see what happened in your market this quarter? Contact dtw today to get started.