A quality message that is concise and consistent is fundamental to a brand's success. The key message
should be prominent in the promotional copy. Characteristics inherent in a quality message are
uniqueness, believability and relevance. All three of these characteristics should be measured and
compared to competition and therapeutic class norms.
Uniqueness is defined as the degree to which a product "owns" a given message or position in the marketplace.
This is sometimes referred to as the product's Unique Selling Proposition (USP) Index.
This measure indexes the degree to which a product's message is uniquely associated with that product.
Pre-testing the message to ensure that it is unique, believable and relevant should be a requirement.
Then the statement needs to achieve high retention with the brand being promoted if it is to contribute
to new Rx growth. To achieve this objective, the message needs to be stated prominently in the sales aid
and in all forms of print promotion…and communicated on a routine basis by the field force.
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