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CREATING AND SUSTAINING BRAND GROWTH REQUIRES DETAILED ANALYSIS OF A RANGE OF BRAND DRIVERS

Today, the pharmaceutical and healthcare markets demand close attention to creating and maintaining a brand’s value at every stage of the product lifecycle – a critical shift that is a world away from the more traditional pure launch focus of the past.

Underpinning this evolution is the knowledge that brand needs vary throughout the four key stages of the journey:

+ Launch 
+ Immediate growth post-launch 
+ Peak performance 
+ Managing decline 

Brand teams can no longer afford to just coast on a successful brand launch. Instead, they must seek ongoing evidence of their brand’s value while embracing a more holistic perspectiveincorporating a deeper understanding of patient segments, therapeutic options and customer base. And do this throughout the brand’s lifecycle.

Kantar Health’s newest Edge of Insight report demonstrates how brand leaders can identify those key levers for driving growth at each stage of the journey and elevate the opportunities for brand success