Brand Analysis methodology

Why this metric exists

In the consumer world, most brand frameworks were built in markets with multiple sources of continuous data to analyse. They measure what people think, feel, and search for.

For providers and suppliers in healthcare, there is very little similar infrastructure. Manufacturers operating through practitioner channels have no running brand-impact metrics. Those in the supply chain invest heavily in clinician relationships, education, and product positioning, with no consistent read on the impact for their business.

Brand Analysis by Rare.Monitor was built for that gap. A mention on a practitioner’s own website is earned media in its truest sense. It cannot be bought. The practitioner stakes their professional reputation on it. Each mention is a proxy for advocacy and a signal of clinical preference. In a market where preference has been invisible, that signal is the scoreboard.

What Brand Analysis measures

The unit of measurement is the clinic website. For each market we cover, Rare.Monitor maintains a defined list of the manufacturers and brands active in that category. We scan the public-facing pages of every clinic in the healthcare market (for example, UK clinics tagged in the dermal fillers market) and record which of those names appear. The output is a count of clinic websites mentioning each brand and each manufacturer, normalised against our live database size of over 260,000 health care providers (as of May 2026).

This is a practitioner-channel visibility metric. Not a sales metric. It reads alongside sell-through and distribution data, not in place of them.

The metrics

A Brand Analysis report carries three numbers per brand: Score, Penetration, and Mention Rate. Coverage sits in the report appendix as a database-level reference.

Score

Score is the headline number. It is Penetration discounted by the square root of Coverage.

Score = Penetration × √Coverage

The discount is a confidence guard. If Rare.Monitor has not yet enriched the full addressable pool, some unenriched clinics may also mention the brand. Score reflects what we can confirm, normalised against what we would see at full coverage.

For the UK cross-linked HA dermal fillers report (May 2026), Coverage of the addressable non-surgical aesthetics database is 94.7%. Score = Penetration × 0.973.

Penetration

Penetration is the percentage of clinics in our data that mention the brand on their website at least once.

Penetration = clinics mentioning brand / total clinics in database

In the UK HA fillers report, the database is 19,289 clinics tagged in the dermal fillers market. Allergan/AbbVie’s Juvéderm is mentioned by 2,413 of them. Penetration = 2,413 / 19,289 = 12.5%.

Mention Rate

Mention Rate is the brand’s appearance rate within the cohort of clinics that mention any brand featured in the report.

Mention Rate = clinics mentioning brand / clinics mentioning at least one brand in the report

For Juvéderm in May 2026: 3,648 of 19,289 clinics mention at least one of the top 10 brands. Of those 3,648, 2,413 mention Juvéderm. Mention Rate = 2,413 / 3,648 = 66.1%.

Mention Rate sums above 100% across brands because clinics typically list multiple products. It tells you how popular a brand is within the cohort that talks about brands at all, separate from how widely the report’s category is named.

Coverage

Coverage is the proportion of the addressable pool that has been enriched for brand information. It measures dataset completeness, not any individual brand.

Coverage = clinics enriched for brand data / total clinics in addressable pool

For UK dermal fillers, the addressable pool is the broader non-surgical aesthetics database of 35,442 clinics, of which 33,579 (94.7%) have been enriched. The 1,863 unenriched clinics have been scraped, but their pages have not yet been processed for brand mentions. Those mentions cannot yet be confirmed. Coverage tells the reader how much of the addressable pool has been observed for brand presence, and how much has not.

Coverage appears in the report appendix rather than per brand, because it applies to the dataset as a whole.

A note on sites

Inside the calculation, sites is the raw count of clinic websites mentioning a brand. It is the numerator of Penetration, before normalisation to the database. Rare.Monitor does not publish sites in these public reports. It is named here for methodological completeness only.

What Brand Analysis does not measure

Sales. Mentions on a clinic website are not transactions. A brand on a treatments page may or may not be in stock, in use, or generating revenue at that clinic.

Distribution. Mentions are a digital signal, not a physical one. A clinic surfacing a brand publicly is not the same as a manufacturer holding a distribution agreement with that clinic.

Patient outcomes. Brand Analysis makes no claim about clinical efficacy. It is a commercial intelligence tool, not a medical evidence base.

Period-over-period brand movement. As of May 2026, Rare.Monitor’s enrichment runs in periodic batches rather than on a continuous re-scrape cadence. Each report is a snapshot at the date of the most recent enrichment. Period-over-period index reporting begins from issue 2 once re-enrichment is in place.

Versioning and updates

Methodology v2 (May 2026) is the current published version. The three-metric scorecard (Score, Penetration, Mention Rate) is fixed for this version. A composite Amplification Index is planned for v3 once a re-enrichment cadence is established. When methodology changes, Rare.Monitor publishes an update note alongside any restated reports, and version-stamps every chart.

Where to read Brand Analysis reports

Current Brand Analysis reports cover UK and Republic of Ireland healthcare sectors. The most recent issue is the UK cross-linked HA dermal fillers report (May 2026). Each report is a snapshot of the practitioner channel for its sector at the date stated, with the same methodology footer and version stamp.