Primary Intelligence

Driving Pharma Success with Primary Market Research

Unlock the power of data-driven decision making through primary market research tailor-made for the pharma and life sciences industry. Capture direct insights from patients, physicians, and key industry stakeholders to refine brand strategy, boost performance, and measure impact with precision.

Market Research
Tailored for Pharma

IQVIA seamlessly integrates a wide range of capabilities spanning innovative qualitative and quantitative research methodologies, advanced analytics, and deep therapeutic expertise.

Delivering customized data-driven market insights and comprehensive market measurement to unlock brand potential and enable precision decision-making.

IQVIAs Global Primary Intelligence team offers a range of quantitative and qualitative market research solutions tailored to the pharma market

Pre-launch Support

  • Market Understanding
  • Market sizing
  • Assessment
  • Digital landscape

Product Positioning

  • Need-gap analysis
  • Competitive intelligence
  • Product profile optimization / Conjoint based studies
  • Price Elasticity
  • Concept testing
  • Demand estimation (POTEST)
  • Digital benchmarking

Launch Support

  • Patient journey
  • Product selection process
  • Targeting & Segmentation
  • HCP Profiling
  • KOL Influence mapping
  • Message Development and testing
  • Digital influencers identification and profiling
  • Campaign monitoring

Tracking & Branding

  • Brand Awareness, Tracking and Usage studies
  • Patient typologies
  • Market penetration
  • Brand Impact / Equity (ViBE)
  • Channel mix & Communication effectiveness
  • Claims generation
  • Promotional Message tracking
  • Patient perception analysis
  • Conference monitoring
  • Social Media sentiment

Lifecycle Management

  • New geography expansion
  • Product line extension
  • Non-Personal Promotion Effectiveness
  • OTC Switch

INDUSTRY ARTICLE

AI-Enabled Benchmarking: Transforming Performance Measurement for Pharmaceutical Brands

AI-enabled benchmarking is transforming how pharmaceutical brands measure performance by providing more reliable, contextual, and actionable insights. Companies that embrace these advanced benchmarking capabilities will be better positioned to optimize their launch strategies and drive sustained market performance.

On-Demand Webinar

Increasing Brand Success with AI-enabled ATU Benchmarking

Learn how IQVIA's Market Research ATU Benchmark System provides connected intelligence to improve decision making.

Blog

IQVIA's Market Research ATU Benchmark System: AI-enabled for Brand Success

Many pharmaceutical companies struggle with setting realistic key performance indicators (KPIs) and understanding their progress across product lifecycles. IQVIA’s Market Research ATU Benchmark System addresses this challenge by offering data-driven insights into pre-launch and post-launch performance.

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