Advances in Tracking

Rejuvenating a Traditional Concept

For years, pharmaceutical and biotech marketers have relied on tracking studies to provide critical insights when assessing the competitive landscape.

When evaluating product performance, marketers often face the challenge of managing disconnected pieces of information from important stakeholders.

AlphaDetail’s suite of tracking services provide an integrated tracking solution, enabling a single, comprehensive understanding of a product’s landscape. Examples of key tracking services we provide include:

Awareness, Trial & Usage (ATU)
Message Recall
Promotional (Campaign) Tracking
Corporate Image Assessment

AlphaDetail offers a unique approach to Tracking Studies that includes:

Customized Solutions – each study is designed to meet a client’s individual needs, from continuous tracking to periodic waves as well as the ability to customize questions for each wave (e.g. market events)

AlphaMonitor – real-time, dynamic view of your key variables as survey is in field; users can define variables for viewing in order to react quickly to market events, while the dynamic tool provides the ability to “cut” data for most relevant views

AlphaLink – a comprehensive view of your market by combining primary and secondary data; clients provide standard data sets (e.g. prescription volume/share, details, events) and AlphaDetail provides an integrated analysis for better understanding of market

Advanced Analysis – a focus on a comprehensive understanding of attributes; insights provided through traditional attribute study and derived importance analysis, with discrete choice modeling to better differentiate attribute importance

Management-Ready Final Reports – assurance that we have met client’s goals for studies, with a strong focus on insights and actionability. Consistent approach used for all waves, with final reports delivered in management-ready format

AlphaLink: Combining Secondary and Primary Data
for Deeper Insights

AlphaDetail developed AlphaLink to allow pharmaceutical companies a more comprehensive view of their competitive landscape
AlphaLink combines analytical insights from AlphaDetail’s tracking studies with analysis of a company’s secondary data sources
The result is a deeper view of the competitive landscape, integrating key details about current trends in brand performance and promotion with insights about physician’s attitudes, behaviors and anticipated activities

A Comprehensive View

By integrating a client’s secondary research with the information collected from the custom Tracking Studies, clients gain a much more comprehensive view of the competitive marketplace. Examples include:

View intended prescribing behavior with actual prescribing
Compare unaided awareness with market share trends
View detailing trends with intended prescribing
View total promotion (details, samples, events, journal, DTC) with awareness and intended prescribing

AlphaMonitor: Real-Time Results

AlphaMonitor is a dynamic, on-line tool for clients to view real-time results for their tracking studies

AlphaMonitor offers several advantages for marketing research teams, including:

Data is real-time – view respondent results as they come in
Clients define the views – clients can select the key variables view in advance of the study
Views are dynamic – AlphaMonitor users can “cut” data to answer specific questions
Data can be viewed anytime – AlphaMonitor can be updated and used with any frequency, from daily usage (e.g. continuous tracking) to periodic views (e.g. semi-annual waves)