Market Research • Conducting field research interviews that includes one-on-one sessionswithdoctors, medical reps, patients, caregivers, and otherspecialists/stakeholders • Conducting field surveys for competitive analysis that includescapturing pictures from hospital visits, chemist visits andpatient/caregiver home visits • Conducting desk research that includes online research and libraryresearch • Compiling, segmenting and formatting all the research material intoresearch report to be shared informally (within the agency) or formally(outside the agency) • Summarizing client research for internal discussions and otherpurposes
Market Mapping & Insight Mining • Conducting marketing mapping (environment analysis) on the basis ofmarket research that includes summary of key findings according to thedifferent stakeholders • Deriving key strategic imperatives from the market mapping exercisethat will feed into brand strategy development • Conducting attitude and behavior analysis of doctors, patients,caregivers and other stakeholders based on the market research • Deriving key insights from the above analysis that will feed intobrand strategy development
Brand Strategy Development • Summarizing client brand strategy objectives and existing brand plans • Developing key brand strategy elements on the basis of brandobjectives and available research & analysis data • Providing the central communication idea for creative and engagementplan development • Writing and/or supervising creative brief
Engagement Plan Development • Drafting engagement objectives based on the brand strategy • Developing engagement plans with client services team and othersupport functions like CMG, MRM, Momentum, UM and outside 3rd parties
Client Brand Monitoring • Monitoring client and competitive brand news and development on aregular (fortnightly/monthly) basis and sharing findings with internal teams andclient • Monitoring implementation of engagement plan on a regular basis andupdating the plan accordingly
Support Initiatives • Supporting client services in development of standard work documentssuch as SOW, costings, agreements, team structures, meeting agendas, brandvision videos, research concept boards etc.