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Ipsos Brand Optimizer reveals which brands have a champion edge, and what other brands can do to get it.
The pharmaceutical brand landscape is increasingly crowded, with more and more medications delivering virtually identical clinical benefits. At the same time, there are clearly some brands that rise to the top in highly competitive categories. These brands dominate market share and top-of-mind awareness among prescribing doctors, often despite the presence of other, competitive medications that – scientifically – are just as effective. What gives them the edge? Why are doctors so much more eager to scrawl their names down on prescription pads?
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