Available on demand – Predicting success: How advanced analytics should underpin your brand strategy


The current market research climate in the pharmaceutical industry is one of “doing more with less”. At the same time the number of healthcare professionals engaging with market research is on the decline. So how do marketing teams cope with these two challenges and continue to produce good business intelligence for big brand decisions? Cello Health Insight’s quantitative team, IQ, argues that this is an ideal environment in which to start making greater use of advanced analytics techniques to make data work harder delivering insights which enable those teams to make market leading competitive decisions.

This webinar is designed to be an introduction to the potential of advanced analytics and will give practical learnings on how advanced analytics can:

  • Help you optimise your communications channel mix to reach the greatest number of customers with the least possible resource commitment
  • Give you the outputs and insights that provide clear prioritisation between options that are being weighed up for a marketing plan (e.g. visual concepts, messages) and help you make an optimum decision for your brand to drive product success
  • Reveal the mindspace of your customers, visual insights into how patients and physicians think about your brand vs. your competitors’, whether you really are differentiated in the market, and alternatively what white space exists in the market that your brand could successfully occupy

The live broadcast took place on Wednesday 27th January 2016 at 15.00 GMT (16.00 CET). To view the on demand version, please click here or on the webinar widget below.


Participant line up

Richard Kunzmann, Quantitative Research Director, Cello Health Insight

Richard Kunzmann is a veteran of Cello Insight’s quantitative IQ team, and has led a number of projects including advanced analytics techniques such as TURF, Conjoint, Correspondence Mapping, Key Drivers Analysis, etc.

Massimo Bufi, Quantitative Research Director and Senior Methodologist, Cello Health Insight

Massimo Bufi is a data analytics professional with experience in myriad market research analytics and technical solutions, including marketing mix modelling, path modelling, conjoint analysis and linear modelling.

Andrew McConaghie, pharmaphorum moderator

Andrew McConaghie is pharmaphorum’s managing editor, feature media. He writes on a range of topics covering pharmaceutical and biotech R&D, marketing and market access, and issues affecting patients and global healthcare systems, especially the UK’s NHS.


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