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Can we improve physicians' retention of our message?
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Evidence has shown that detailing, and especially detailing with a sales aid, can be extremely effective
in driving up message retention.
In the primary care market (established products) physicians detailed monthly have on average more than
twice the message retention rate of those who were rarely/never detailed (38% vs. 18%). Sales aid
recognition also produces a significant gain in message penetration…from 24% without the aid to 46% when
recognized.
Large gains in message retention in the primary care market (new products) are also seen with physicians
who were called on monthly or quarterly and who were detailed with an aid. As might be expected, message
retention rates for "new products" tend to be higher because representatives are more willing to detail
them and/or to use a sales aid to explain the new product to physicians. Of note is the fact that on
average, sales aids are currently being recognized only 40% of the time. This points to a major opportunity
to drive up message retention by increasing sales aid usage.
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Click for a larger image
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The message penetration rates shown above are in effect norms that can be used to determine
how a particular product message is performing relative to the activity noted (detailed monthly,
quarterly, rarely/never and with or without sales aid). In addition to the broad-based market
categories reviewed above (primary care markets-established products and new products), norms are
also available for these two broad product groups within the specialty markets and for approximately
twenty major drug classes.
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Do's and Don'ts
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Do's
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The major selling statement should be featured prominently in the sales aid/"Slim Jim" and in print promotion.
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Use sales aids /"Slim Jim's" on every call to support communication of the message.
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Dont's
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Don't try to convey too many messages in the sales aid.
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Don't have representatives communicate messages which cannot be supported by the sales aid / "Slim Jim."
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