Learning your specific industry

and/or clients
Learning tips for Custom Client Insights

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For info about the proprietary technology used in comScore products, refer to http://comscore.com/Patents
• To be successful in your role in Custom Client Insights, being knowledgeable
about your specific industry and clients will help elevate your engagement
with clients in discussions and analysis.
• Be informed on trends in the industry and your clients’ business on a
continuous basis.

© comScore, Inc. Proprietary. 2

Tips

• Create Google Alerts - monitor for content specific to your client, look for
news.
• Quarterly/Annual Earnings Reports – read them!
• Learn about insights from other projects for the client that comScore has
conducted.
• Meet with Sales team members and ask questions about
• Read past internal CI newsletters

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Brand Review Template

• Another suggestions is to create brand review sheet for each new study,
update over time during the course of the study, especially if you read any
news about the brand/category that is relevant, ensure you review this
before meeting with your client for a presentation

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 Template Example for Pharma
Manufacturer
Brand
Indication
Baseline Prevalence for Indication
Media
Cross media activity (TV, digital, other media?)
Quality of creative (strong creative can be more effective than weaker creative on campaign performance) Ask client for copy of digital
creative. TV creative is usually found online. Look at actual creative / watch the ads: understand the message – is the message driving RX
conversions or doctor visits or research? Does it clearly tell you to do that? Are the benefits clearly stated? If some of these key elements
are missing it might reduce the effectiveness of the ad.. Learn about creative performance from CBH team (if measured)
Targeting (did it reach the target?) More successful targeting can result in better RX conversions.
Product attributes of the brand
Drug ease of use (injections, pill?), efficacy, side effects, safety, etc
Pricing (e.g. cost per patient per year, is cost above or below market)
Line of therapy
Time between treatments, dosing
Date of drug approval for indication
Drug patent expiration
Category/competitor activity
Main competitive brands
Market share of top brands in category, incl. client brand
Is client brand growing or declining?
Generic substitution availability, alternative therapies
Media for competitive brands (TV?)
Comparison of product attributes for competitive brands vs. client brand
Does seasonality affect the category © comScore, Inc. Proprietary. 5
Other (any other important attributes or news in the category?)