Large Healthcare Company

  • Lead time: 12 weeks
  • Sector: Skin health, Pharmaceuticals
  • Goal: Increase sales, new clients
  • Services: Market research, Personas, Demographics

Marketing research to inform Go-to-Market for product rollout.

Our large healthcare client asked us to look at what matters to target buyers in 23 different countries including persona building, psychographics, disposable income analysis

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Our approach

Thoroughbrand spent several weeks working directly with the distributed team across the global health company to ensure clarity in evaluating the market for their product in 23 different countries.

Our team then began extracting data from several research platforms, partner technologies, and social media platforms to gain a well-rounded view of the demographic make up, motivations, and concerns of the buyers in these markets.

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The results

Thoroughbrand then ranked the countries on a score of 1 – 10 in terms of likelihood to spend on prescription healthcare products for their health. We also helped to design the go to market for their first ever B2C campaigns in five of the top scoring countries, including platforms, messaging, time of day/day of week, resonant emotive points, and contextual brand insertion to consumer awareness. They chose to launch with just two products initially.

After the first 120 days of launch, the sales per capita/per pet owner in the top three countries was 22% higher than sales of the same two products when launched in North America.

Note: On average, Thoroughbrand persona specific campaign methodology costs 20% less than less targeted approaches and in 90% of cases, the resultant ad groups have a ROAS higher than any in the client’s prior ad account history.

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Countries

We performed analysis of what matters to target buyers in 23 different countries including persona building, psychographics, disposable income analysis and several other elements.

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Thoroughbrand informed targeting generated 22% higher than sales of the same two products when launched in North America.

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Cost per 1,000 impressions (CPMs) and overall costs were 19% less on a like for like impression served basis.

From the first time I met and worked with Michelle in 2012 when I was at Pfizer/Zoetis up until today, Michelle has proven not just a willingness to help, but her habit of constantly learning and evolving keeps her at the top of her game. She is well-versed in the tools and best practices for every digital channel.

Ed Stening, Communications Director
Lion Australia

I’ve worked with Thoroughbrand and TDG on a number of digital and media research projects and have always been impressed with their methodical process and how they took the time to immerse themselves in our organisation to understand our needs, goals and vision.

With every deliverable they ensured that we hand tangible and clear insights that aligned with our company goals and customer needs. I would highly recommend them to any prospective client.

Mark Davies, Senior Director, Head of Digital and Multi Channel Marketing
Zoetis

From backend website SEO optimisations to managing the vagaries of an ever-changing social media landscape, Thoroughbrand has been there to guide us, help us, and fix things we didn’t even think needed fixing. 

I don’t know what we would have done without their knowledge, expertise, research, and their honest, plain-spoken common sense recommendations.

Michael Stebbins, Senior Manager, Communications
CropLife

I’ve worked with The Definite Group and Thoroughbrand and on a number of digital and media research projects and have always been impressed with their methodical process and how they took the time to immerse themselves in our organisation to understand our needs, goals and vision. 

With every deliverable they ensured that we had tangible and clear insights that aligned with our company goals and customer needs. I would highly recommend them to any prospective client.

Mark Davies, Senior Director, Head of Digital and Multi Channel Marketing
Zoetis

From the first time I met and worked with Michelle in 2012 when I was at Pfizer/Zoetis up until today, Michelle has proven not just a willingness to help, but her habit of constantly learning and evolving keeps her at the top of her game. She is well-versed in the tools and best practices for every digital channel.

Ed Stening, Connections Director at Lion (Former CDMO, Zoetis)
Zoetis

Our other works

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