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
