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Brand Mapping What is it?

Brand Mapping What is it?

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Brand Mapping What is it?

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  1. Brand MappingWhat is it? It’s a way to help us MEASURE… • What’s most important to doctors when choosing an MPO • How good each MPO is at delivering what doctors want (in their opinion!) • How good each MPO is at communicating what they do, how they do it and how they differ from the others

  2. Brand MappingHow are we doing it? • A quantitative exercise through Doctors.net • To be repeated once every two years • 2005 survey completed by over 500 doctors in May

  3. Brand MappingOrganisational attributes Supporting the profession Respected High service standards Approachable Proactive Market leader Commercial International Not-for-profit Professional Financially secure Member’s organisation

  4. Brand MappingOrganisational attributes The top 3: Professional High service standards Approachable The bottom 3: Market leader International Commercial

  5. Brand MappingOrganisational attribute scores The most important attributes AVERAGE SCORE OUT OF 10 BY MPO

  6. Brand MappingOrganisational attribute scores The middle importance attributes AVERAGE SCORE OUT OF 10 BY MPO

  7. Brand MappingOrganisational attribute scores The least important attributes AVERAGE SCORE OUT OF 10 BY MPO

  8. How does MPS differ from MDU?…according to our members • MPS is more not-for-profit (9th) • MPS is more a members organisation (7th) • MPS is more international (11th) • MPS is less commercial (12th) • MPS is more approachable (3rd)

  9. How does MDU differ from MPS?…according to MDU members • MDU is more market leader (10th) • MDU has higher service standards (2nd) • MDU is more approachable (3rd) • MDU is more international (11th) • MDU supports the professions more (5th)