An English
graduate, a human biology graduate and a business graduate walk into a bar… no
this isn’t the start of a terrible joke. This is a tale about how Branding
Science’s newest cohort of graduates met, at a Branding Science assessment
centre hosted in a pub nearby to the beautiful riverside offices in Wandsworth.
So how did such a motley crew from such different paths in education all end up
at Branding Science? I will speak on behalf of my fellow grads, Ahmed and
Vanessa, when I say that we did not grow up with fanciful dreams of working for
a pharmaceuticals market research agency. It was not until after leaving
university that we began to consider the existence of this profession.
Vanessa
stumbled across pharma market research whilst working for a healthcare
communications company, following completion of her masters in pharmaceuticals
sciences. Ahmed wanted to take the data analysis and literature skills that he
had developed during his PhD in English literature and exercise them in a
commercial context and, with a family in healthcare, Branding Science seemed
like a great fit. I landed in a consumer insights facility for a global pharma
company during a year in industry as part of my business management degree,
fell in love with market research and decided to take the small leap from
consumer health to pharmaceuticals to indulge in my interest in medicine some
more.
Perhaps to
the untrained eye there is not an intuitive connection between the worlds of
marketing and pharmaceuticals. You might think that in pharma the science
speaks for itself, the right medications will get to the people who need them,
guided by the healthcare professional’s rational decision making and the
functional power of the product. Conversely, in the flash creative world of marketing
we imagine a desperate dash to upsell more products at higher prices and
increase profit. But this disconnect is a misconception based on false
assumptions. Allocating optimal medications to the patients who need them is
not as simple as one might like to think. Healthcare professionals are
irrational, because human beings are irrational. We all make strange decisions
from time to time. The ‘why did I eat that?’ ‘Why did I buy that?’
irrationality that plagues us all also plagues doctors in their prescribing behaviour.
The key to success in pharma is understanding healthcare professionals and key
decision makers, what drives their decisions and how you can tailor your
approach to best meet theirs and patients’ needs. That’s where the marketing
comes in: Branding Science can help to
develop solutions to overcome the disconnect between patients, prescribers and
pharma with a clever repertoire of unique research methodologies to uncover
insights which guide our data driven recommendations.
At
Branding Science, as new graduates we joined a team with a huge range of
backgrounds, skills and experiences, and bring their own wide range of skills
to the mix. It is this array of talent and knowledge that has shaped our
methodologies, market understanding and understanding of people. Medicine,
psychology, philosophy, business, neuroscience…we’ve got the lot!
It’s the diversity within the Branding Science team which helps us to deliver superior market research that is carefully tailored to meet our clients’ business needs.
Whether it’s quantitative or qualitative, strategic or exploratory, concept testing or gaining an understanding of the market landscape, every research project is different and we have the right team to do the job.
It’s the diversity within the Branding Science team which helps us to deliver superior market research that is carefully tailored to meet our clients’ business needs.
Whether it’s quantitative or qualitative, strategic or exploratory, concept testing or gaining an understanding of the market landscape, every research project is different and we have the right team to do the job.
If you’re interested in finding out more about our holistic approach to market research please contact info@branding-science.com.