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Prostate cancer Local

To category leader in 15 months: UK prostate cancer

Can competitive benchmarking help transform brand performance in just over a year?

1

The challenge

A brand in the UK prostate cancer market had limited visibility into how healthcare professionals perceived its customer experience and omnichannel engagement relative to four competitors. With an important reimbursement milestone and a new indication launch on the horizon, the team needed objective data to guide investment decisions and strengthen its market position.

2

Strategy

Across Health set out to establish a competitive benchmark, identify the drivers of brand performance, and provide a data-driven foundation for improving customer experience, omnichannel engagement, and brand perception.

3

Tactics

A Navigator365™ Benchmark baseline assessment in Q3 2024 showed that the brand ranked 3rd–4th on NPS, customer experience and omnichannel performance, with no leading commercial channels and no leading CX features. The team used these insights to guide a series of improvements, including sales force retraining, a refreshed visual identity and the launch of a new website. A follow-up Benchmark in Q4 2025 measured the impact of these changes.

Results

What changed

Within 15 months, the brand moved to 1st place on NPS, customer experience, omnichannel performance and knowledgeable staff, from 3rd–4th at baseline.
Leading commercial channels increased from 0/9 to 8/9.
Leading medical channels increased from 1/13 to 7/13.
Leading CX features increased from 0/7 to 7/7.
As the Brand & Omnichannel Lead noted, “Navigator365 Benchmark has become an integral reference point across our organisation.”