introducing Q²
Used by investors, analysts, senior management and brand teams, the Q2 rating compares pharmaceutical marketing plans with latest benchmark planning, best practice and investment indices.
Commercialisation is historically a greater lever of success than R&D, yet to-date there have been no industry-standard measures of effectiveness, and companies have relied entirely upon internal standards. Q2 now provides an independent, triangulated assessment of the probability that a drug will underperform or outperform its market, and a report detailing the factors leading to the rating.
In an industry where effective commercialisation can add significant additional revenue, it is increasingly important to provide valuable but opaque information to investors and analysts – Q2 allows brands to disclose their rating publicly without disclosing strategic details to competitors.