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Kantar Health Targets Brands' Unrealized Potential
Kantar Health has launched PINNAKLE, billed as an integrated, holistic brand marketing solution helping pharma companies maximise the success of their brands and tap into 'unrealized brand opportunity'.
The new solution combines information, research and consulting expertise; integrates data from many sources and is based on the group's Conversion Model, which produces detailed insights into category dynamics and spending patterns. PINNAKLE promises a scientific approach to launch; evidence-based measurement of results; and 'forward-looking marketing, allowing for reactive messaging'.
Mark Sales, head of Global Brand and Customer Experience, says pharmaceutical brand managers and marketers are 'challenged to reach their brand's full potential in every phase of the product lifecycle' and continues: 'In examining the product lifecycle, we believe there's a gap between the traditional brand growth trajectory and a second trajectory that represents unrealized brand opportunity. Capturing this unrealized growth can translate into millions of dollars of added sales and profit.'
Web site: www.kantarhealth.com .
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