Powerful marketing strategies must be built upon a solid understanding of the dynamics at work in the marketplace. The goal of MDS is to insightfully track changes in attitudes, behaviors, perceptions, or even market structures that have a strategic implications for your brand.
Multiple decision-makers, including patients, physicians, and payers, can complicate the market structure. MDS recognizes the complexities of the healthcare context and incorporates them into its approach. MDS is dynamic and seeks to identify and predict meaningful trends over time.
Often the follow-up to a Ziment STRUCTUREZ study, MDS augments the foundation established in that initial study with a perspective on how your brand is performing in-market over time. Our approach to brand tracking matches your brand's performance against target attitudes and behaviors against your strategic goals. Using a wide variety of analytic tools, ranging from Competitive Performance Diagnostics and Perceptual Maps to our custom PREDICTZ simulators, our analysis helps highlight the hidden dangers and strategic opportunities in your market place.
MDS is your “ear to the ground, ”your measure not only of how your brand is performing, but what the competition is accomplishing. It allows brand teams to be proactive rather than reactive in addressing marketplace change. MDS is an essential vehicle for any brand in a competitive environment.
MDS is used to track potential market opportunities and your performance vs. the competition against key performance metrics. It monitors how your product’s image compares to that of your competitors in the market, and can summarize your competitive position in relation to the attributes that drive the market.
Using Ziment’s unparalleled global capabilities, you can track your product in one or more countries. Our experience and analytical strength help us to spot trends worldwide and help the brand team to understand why some markets are “over-performing” and some might be “under-performing”.
Stage 1 is a baseline STRUCTUREZ study. We believe that market tracking work starts with a strong foundation of understanding your market. We like to say that MDS is a just STRUCTUREZ study tracked over time.
Stage 2 uses MDS to monitor the market. Going forward, the market tracking vehicle is typically a more concise version of your baseline foundation study. It continues to monitor your brand’s competitive performance and can simulate the implications of alternative market positioning with our PREDICTZ tool.
Stage 3 is about strategic adaptation. It refines marketing understanding, bringing the research together and communicating the results in a compelling fashion.
Ziment uses a series of univariate and multivariate analyses to make MDS studies come to life. This includes techniques like:
Competitive Performance Diagnostics. MDS shows your brand’s imagery in light of key competition.
Potential/Vulnerability Analysis. Reveals your brand’s forward-looking potential, again vis-à-vis the competition.
Derived vs. Stated Importance Mapping. Uncovers underlying market drivers and juxtapose them with customers’ stated needs.
Substitutability Analysis. Shows which products are most likely to be substituted for each other (or not) in a given market.
Our PREDICTZ Simulator. Demonstrates how the market can potentially be reshaped if you or others were to change marketplace expectations and/or brand imagery.
Because we have conducted over 1,000 market structure studies, we consider ourselves experts in marketplace analysis. We employ the tools necessary to uncover attitudes and behaviors that drive prescribing of your product from a systematic and multidimensional perspective. Across myriad studies with each decision-making audience, spanning almost every therapeutic category, Ziment has the story-telling experience to help implement the results of your research. And we can do this for you on a global basis.