ARTICLES
Take a look at our latest articles, providing insight on the latest topics across the pharmaceutical landscape.
From Loss of Exclusivity to Launch Readiness: Using the Patient Journey to Inform a portfolio
When a brand approaches loss of exclusivity, the challenge is rarely just defending revenue. The bigger question is how to ensure the next asset is positioned to succeed in a market that may look very different from the one your current product entered. Pharmaceutical...
Insights, Fast and Slow: The new roles of pharma insights and strategy in the age of AI
What is the new playbook for pharma insights in the AI era? To find out, Peter Cunningham, CEO and executives from Branding Science sat down with 10 of their counterparts from some of the world’s leading pharmaceutical and biotech companies. With remits spanning...
When ‘comprehensive’ isn’t the same as ‘useful’ – A Patient Journey through three different decision lenses
Patient journey studies are among the most requested pieces of research in pharma, but increasingly, we’ve noticed they seem to be becoming a little generic. The patient journey brief has become a "must-do" tick-box exercise, sent out on autopilot regardless of where...
Announcing four new senior appointments at Branding Science
(From Left to Right: Tom Denning - Chief Financial Officer, Emily Routh - Research Director, Niall Baker - Director of Client Services, An-hwa Lee - Senior Research Director) We are delighted to introduce a number of new employees to our global team. Tom Denning joins...
Synthetic Respondents and Digital Twins: How can we make them more human?
There is a lot of excitement, as well as misunderstanding, around synthetic respondents and digital twins. We’d like to explain exactly what these are, why and when you should use them, and when they need to be treated with caution. And with our behavioural science...
When Framework Meets Reality: Caregiving, Metastatic Lung Cancer, and Rethinking Behaviour Change in Southeast Asia
Experiencing a disease journey as a caregiver has highlighted the key challenges faced, and the lens we should use to explore how to change behaviour. This article explores our Insights Director for APAC, Poh-E’s viewpoint based on her experiences. Click here to read...
Unlocking the Future of Rare Disease Care: The Promise of AI
We’ve seen the rise and fall of many trends in healthcare innovation—but AI in rare disease care could be a turning point. AI has been part of medicine since the 1970s, but only now does it have the power to truly transform care—especially for rare diseases, where...
Harnessing the power of AI securely, ethically and responsibly
Today, the use of Artificial Intelligence (AI) has become habitual to almost the entire workforce and population. It has become an incredibly potent asset to the healthcare industry, aiding greater efficacy in data analysis of clinical trials, diagnostic testing and...
Using AI to identify how to optimise a CVA
THE CHALLENGE Operating in an established, highly competitive space is a challenge for any brand – how do you make your brand stand out and drive the behaviour change you desire? Our client faced this exact challenge with two core customer segments, one of which...
Beyond the feature set: Why JTBD research delivers bigger ROI in MedTech
MedTech companies are building better products than ever. The designs are more intuitive. The workflows are better integrated. The features are deeply aligned to what users say they want. And yet – adoption still stalls. Differentiation still blurs. And commercial...