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COVID-19

Covid-19 Impact by Category: An Age-Period-Cohort Analysis

  • MSI

Lockdowns and other widespread Covid-19 disruptions caused significant changes in buyer behaviors. For instance, it was a major catalyst in shifting buying behavior from in-store to online. With the pandemic receding, how can we know which trends may persist and for which categories, and which might drop off? Since all consumers were affected, no untreated experiment control group exists. However, one strategy could prove fruitful, age-period-cohort (APC) analyses. APCs offer an alternative way to analyze changes in consumer behavior before and after the pandemic.

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Advertising During Times of Economic Stress

Throughout 2022, ARF members asked the Knowledge Center most frequently about advertising and marketing best practices in periods of recession and/or inflation. New insights on this topic come from the “Brands 2020” project by the ARF.

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What Brands Did in 2020

  • INSIGHTS STUDIOS

In this presentation, Paul Donato, CRO of the ARF, covered findings from the seminal year of the “What Brands Did in 2020” (Brands 2020) project. This project will go on for at least the next two years or until the effects of 2020 are no longer felt. ARF researchers in the Brands 2020 study used IRI and NCS data, Kantar Ad Insights, NCS sales and Nielsen Ad Intel data, between 2017 and 2021. The IRI data was a very deep dive but across three categories: salty snacks, pasta sauce and personal care products. The NCS data was shallower but across 10 broad categories. Using all these data, ARF researchers looked at share of media, media spend and share of market before and after March 2020 (Covid) and before and after March of 2021 (start of inflation).

Several previous studies agree that decreasing advertising during a recession can hurt sales during and after the period of economic contraction, whereas increasing advertising can increase sales, market share and earnings. An IPA study from the UK during the 2008 recession found that those that “went dark” tended to lose excess share of voice, the impact of which could take five years to recover. This UK study also showed a linear relationship between both ROI and an uplift in revenue as a function of advertising during a recession. The Brands 2020 study found more nuanced findings.

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Living Single & Fewer Men Working

While marketers pay a lot of attention to consumer changes in purchase and media use behavior, demographic changes with implications for many businesses and marketers’ strategies are often overlooked. Case in point: There has been an increase in one-person households and non-married adults, especially among 50+.  Another important trend is less workforce participation by men.   Read more »

Evidence-Based Research for Effective Marketing

On November 9, 2022, industry leaders joined us to share highlights from EffWorks Global 2022 — a week-long celebration of the best new thinking and evidence-based decision-making research for marketing effectiveness. Topics of discussion included: marketing in the post-Covid economy, effective advertising in unprecedented times, the value of Share of Voice/Share of Attention/Share of Search in terms of effectiveness and commercial decision making, and more.

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Pharma Council FutureHealth Podcast/Webcast Series: Trends in the Patient Journey: What to Expect in the Next 3-5 Years

February 27, 2022 — Episode 5: Visions for the Future of Patient Experiences in the Technoverse, a conversation with Dr. Maura Scott, the Persis E. Rockwood Professor of Marketing and Dr. Martin Mende, Jim Moran Professor of Business Administration. Both are from Florida State University’s College of Business.

COVID has impacted our lives in many ways, including increasing our reliance on technology. We now do virtually what we couldn’t do in person. In healthcare, virtual care for non-urgent visits not only increased but, according to a study by the Cleveland Clinic, most patients were happy with the results. This episode looks at how advances in technology can go beyond telehealth and explores visions for the future of the patient experience in the “technoverse” with two professors who have devoted years of study to its development,



Pharma Council FutureHealth Podcast/Webcast Series: Trends in the Patient Journey: What to Expect in the Next 3-5 Years

March 24, 2022 — Episode 6: Data Exhaust: What Health Signals are Being Generated Digitally and How Can We Use Them to Improve Outcomes , a conversation with Chris Neuner, Chief Strategy Officer at Pulsepoint Inc.

In this information age, patients are often surround by too much information. With the billions spent on digital ads, and amidst all the clutter, brands can find it challenging to connect to potential customers. The solution may lie in abilities to mine data. And how life science companies use data to coordinate communication and care with both patients and physicians. We cut through some of this clutter to look at data exhaust: what health signals are being generated digitally and how to use them to improve outcomes.


Pharma Council FutureHealth Podcast/Webcast Series: Trends in the Patient Journey: What to Expect in the Next 3-5 Years

April 28, 2022 — Episode 7: The Empowered Patient Journey (pt 1), a conversation with Nina Wachsman, CEO/Co-Founder of Know Rare.

Over the last couple of years, the pandemic has evoked massive disruption to all part of our lives, including our healthcare system, and this has drastically changed today’s patient journey. In the first of our two-part series, the Empowered Patient Journey, guest host Kelly Lundquist, Senior Vice President and Head Of Health Strategy North America at Havas Media, and CEO/Co-Founder of Know Rare Nina Wachsman discuss how the confluence of these behavioral changes by both patients and brands is giving rise to heightened patient expectations when it comes to healthcare.

Guest: Nina Wachsman, CEO/Co-Founder of Know Rare

For more information on Know Rare, check out our site: www.knowrare.com
To contact us please reach out to Liz Kay, Business Development and Partnerships: Liz@knowrare.com


Pharma Council FutureHealth Podcast/Webcast Series: Trends in the Patient Journey: What to Expect in the Next 3-5 Years

May 25, 2022 — Episode 8: The Empowered Patient Journey (pt 2), a conversation with Nina Wachsman, CEO/Co-Founder of Know Rare.

The COVID pandemic, which hit us in March 2020, has changed our lives in many ways, including how we deal with healthcare. In the second of our two-part series, the Empowered Patient Journey, guest host Kelly Lundquist, Senior Vice President and Head Of Health Strategy North America at Havas Media, interviews a panel of experts on how patients can navigate the complex healthcare system to find the right doctors, support groups and care that works for them.

Guests:
Nina Wachsman, CEO/Co-Founder of Know Rare
Rob Weker, patient and cancer survivor
Patrick Howie, Founder and CEO of MediFind