Demand Intelligence analyses changes in interest in a category, medicine and competitors through available search and contextual signals. This helps select campaign periods, regions and topics. The index describes observed interest; queries do not equal people, patients or buyers. Media-plan conclusions are checked against product availability, advertising, competitors and purchases.
How it works
- 01Define category terms
- 02Collect comparable periods
- 03Identify seasonality
- 04Validate through media and measurement
Three coordinates for understanding interest
Make comparisons consistent
Use a fixed category, brand set, geography and comparable time windows. Search share is not market share.
Apply to media planning
Media planning needs comparable series for the category, the brand and competitors. Use them to choose a hypothesis: start reach before a seasonal peak, test an additional region or revise the message topic. Index growth alone does not determine frequency or budget. Check the decision against available reach, product availability and placement results, using Pharmatic monitoring metrics for further comparison.
Connect to purchase evidence
Interest trends complement purchase data and Sales Lift but do not replace either. Research releases should explain sources and limitations.
From observation to a testable decision
Signals behind the demand picture
We compare query trends, subjects explored, seasonality and regions. Regional indices describe differences in search activity; current signals help refine the buying strategy. Weather and pollen conditions add category context. The source, period and calculation rules for each measure are recorded for the project.
Three comparison levels
First assess the category and the start of its season. Then compare brand and competitor attention. Finally compare regions and time windows. Definitions and periods are fixed so charts remain comparable.
How it changes media planning
Hypothetical example: category interest rises in a region while brand searches remain stable. First check the query set, period and source coverage, then product availability and competitor activity. If the observation holds, test a message about brand choice within the category. This hypothesis differs from a situation where searches for every brand rise; neither scenario guarantees sales.
What the brand receives
The brand receives category and competitor interest trends, regional comparisons and hypotheses for advertising. These observations help before launch and between campaign waves. Purchases require available receipt data or a separately planned Sales Lift study.
Measure definitions
| Measure | Meaning | What it does not mean |
|---|---|---|
| Interest index | Relative trends under the defined methodology | Not a buyer or package count. |
| Search queries | Query count with a source and period | Not a unique person count. |
| Share of search | Brand query share within the agreed set | Not market or sales share. |
| Regional trends | Interest differences under a consistent method | Not a budget decision on their own. |
Limitations
Interest is not disease incidence, packs sold or brand revenue. Results depend on source coverage and normalisation.
Questions
Can Demand Intelligence predict sales?
Interest can inform a forecast hypothesis but is not sales. Financial forecasts also need purchase history, distribution, price and promotion data.
How is an interest index different from market share?
The index describes observed activity in selected digital sources and method. Market share is based on sales. One cannot be substituted for the other.
Can regions and seasons be compared?
Yes, when category definitions, sources, windows and normalisation are consistent. Coverage differences are documented.
Does it work for a new brand?
Yes. Category, adjacent-topic and competitor trends can guide initial regions, season and messages. Campaign data can refine the picture later.
Can campaign impact be seen in search interest?
A time-series change can be examined but coincidence does not establish causality. A preplanned comparison is needed; purchase impact is tested separately with Sales Lift.