The emergency-use authorizations of COVID-19 vaccines are priming consumers for vaccine brand differentiation and presenting a novel marketing situation that tasks marketers with challenging master brand decisions.
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HawkPartners consultants earn their professional reputations by questioning, exploring, strategizing and analyzing. Our people post, publish and speak on a wide variety of timely marketing and research-related topics. Browse our featured posts below or select by topic from archived blog and published items. Want to discuss anything you read? We welcome the conversation.
The strongest brands during the pandemic have been those that demonstrated their authentic empathy through their actions in a way that solidified their bond, not only with their target audiences, but also with the wider communities in which they operate.
An effective COVID trial strategy cannot be designed without first understanding the new COVID jury. By instead conducting focused research, trial communications can be optimized to resonate among the jury of now.
COVID-19 has upended existing customer engagement models, including the ways by which the healthcare industry interacts with healthcare professionals (HCPs). The most obvious change has been the accelerated adoption of video, tele-detailing and other digital channels that have dominated 2020. However, beyond these changes, what are some other global trends that have enhanced the HCP […]
The COVID era trial must balance protecting the constitutional elements of a jury trial while protecting the nation’s health in a pandemic. Both a socially distanced in-person approach and a virtual approach allow for that – but also pose challenges that trial teams have never encountered.
Understanding your customers and investing in your marketing and brand strategy even in the face of economic constraints is both a business necessity and an opportunity.
Our team recently hosted a webinar to discuss strategies and approaches to optimize value in digital qualitative research engagements.