Promotional Message Platform Optimization & “Story-Building”

Quantitative

Promotional Message Platform Optimization & “Story-Building”

Situation
Solution
Outcome
  • Client seeks to optimize the promotional message platform for a diagnostic test to detect H. pylori infection
  • Client has developed a series of disease-state and product-oriented messages for which they require an understanding of how physicians perceive these core messages in terms of importance
  • Client seeks to identify the sequence of messages that would result in the most impactful Sales Rep message delivery
  • Implement a web-based survey that utilizes a choice-based Max / Diff quantitative methodology that mimics the psychology of real-world decision-making to understand the relative importance of message groupings
  • Employ TURF analysis (Total Unduplicated Reach & Frequency) to determine the value of message bundles and various portfolios of attribute / message claims that when combined make the most compelling story
  • A Qualitative assessment of the messages was conducted via IDIs to better understand physician rationale around prioritizing or de-prioritizing messages
  • Output enabled OLG to recommend message prioritization as conveyed by utility scores –results were presented for the full customer audience as well as customer segments
  • The most compelling “Call to Action” messages incorporated into recommended sales detail closes
  • TURF analysis allowed the client to understand the optimal message sequence and bundles that would enable Reps to communicate the product story in the most compelling manner