A quality message will (significantly) contribute to a brand's growth when physicians to whom the message
has been communicated connect the statement with the brand being promoted.
A message that achieves high retention among physicians and is unique, believable and relevant ... and is
communicated consistently in a clear and concise manner ... almost always correlates with an increase in new
Rx's. This conclusion has been observed many times from a process that combines qualitative and quantitative
research in a way that facilitates an understanding of sales and new Rx response to promotion. This process
provides for the segregation of physicians into two groups…those who correctly linked a given message
with the product being studied and those who failed to connect the statement with the brand. New Rx activity
of the respective groups is then analyzed.
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In the above example, we see that overall, Product A's New Rx share increased by +2.2 share points.
Among physicians with correct message retention, New Rx share advanced by +3.8
points while those with incorrect message retention had an increase of +1.9 share points. Further, the
importance of having a message that is highly believable and highly relevant is shown in the
subsequent analyses. New Rx share growth among physicians with correct retention, and who also
found the statement highly believable, advanced by +4.0 share points…when also found to be highly
relevant, the gain was +4.3 share points. For a product with relatively high sales volume, the
additional share gain realized from physicians with correct message retention can add millions of
dollars to the bottom line.
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