What do you include in your competitive audits? (Not creative)

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Since the strategy is communicated through their creative, I would think that would be a good place to start...

Positioning/essence, key messages, channels, relationships /affiliations, KOLs talking about them, social media footprint

This, plus media spend and placements, website ranking and social listening comparisons, and any first party research (brand recall, condition awareness) you can pull off in the small amount of time you get to assemble everything.

Check company annual investor meetings/quarterly reports for any issues- decreasing/increasing resources, Formulary Access, co-pay programs, any novel programs,

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