THE Q² RATING
Q2 rates the qualitative campaign against best practice (score 0–2; 1 = benchmark), and assesses the quantitative investment (score 0–2; 1 = benchmark), to provide a single overall score from 0 to 4.
To gain a qualitative score of 1 or above, a brand must be clearly and well positioned in a strategically valuable market, have claims supported by the right data, be prepared to create need and grow market where necessary, and have in place effective market access and entry programmes, opinion management and promotional programmes. There is no single approach that works for all drugs – Q2 assesses each product within its unique market situation.