Performance Tracking

Dynamic Assessment of Brand Optimization

Conduct dynamic stakeholder assessments of a brand’s equity and trajectory through an advisory lens.

Maximize the commercial potential of your brand

Marketing and brand leaders need a steady stream of actionable insights to better understand both the market their assets compete in and the broader context shaping each product.

The purpose of performance tracking is to evaluate the impact of market events, advocacy, promotion, and messaging—and to align internal stakeholders around what these insights mean for the business.  The key questions are whether the desired results are being achieved; if not, why? Either way, what can be done to maximize commercial potential?

Yet too often, trackers or Awareness, Trial, and Usage (ATUs) are interpreted in isolation at the individual brand level.   Opportunities for broader learnings and efficiencies across brands frequently go unrealized.

Brand Performance, Unlocked

Trinity Performance Tracking provides a dynamic assessment of brand optimization. It is dynamic because technology enables it to identify disconnects and surface insights for course correction. Our dedicated experts bring deep experience across therapy areas, geographies, and stakeholders to ensure timely, actionable guidance.

Ensuring the right trajectory for your brand requires actionable insights beyond the standard ATU framework. Common questions include:

Awareness for a New Brand

What level of promotional activity represents the tipping point to drive awareness for a new brand?

Barrier Perception

Are perceived barriers grounded in knowledge gaps or in broader stakeholder expectations?

Early Adopter Behavior

Does the prescribing behavior of early adopters indicate the brand’s likely future landscape?

Improve Brand Perceptions

How should brand messaging evolve to improve perceptions and influence behavior?

Our Impact

Monitor Brand Performance: Track brand progress against strategic expectations to inform stronger decision-making.
Optimize Impact: Assess the impact of manufacturer activity over time and recommend adjustments to strengthen outcomes.
Effortlessly Consume Insights: Access customized insights in a clean, digestible format supported by dynamic visualization tools.
Integrate Multiple Datasets: Combine physician-level data—including Real-World Evidence (RWE), call activity, and promotional metrics—for a more complete view.
Unlock Areas of Opportunity: Turn integrated insights into meaningful actions that influence prescribing behavior and market adoption.

Performance Tracking: A dynamic tool

Our approach begins with inputs and intermediates. Inputs include factors under brand control, such as communication plans, messaging, frequency of rep visits, and access or reimbursement levels. Intermediates capture the perceptions of external stakeholders, such as aided and awareness, message recall, brand perceptions, prescribing intent, and barriers to adoption.

Outputs measure whether behaviors align with expectations. This includes sales volume, share, growth, claims data, and patient volume. The result is an integrated set of insights drawn from both internal and external sources, aligned with brand objectives and decision-support metrics—offering simple, actionable reporting for both internal and external stakeholders.