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Why should I evaluate my message on a routine basis?
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Track your message over time to ensure that it is still a viable component of your promotional campaign.
For example, it is extremely important to understand that market trends and other outside influences can impact
message retention, uniqueness, believability and relevance, even if your own campaign has not changed.
Since the competitive environment is constantly changing, and since physicians' perceptions of a given
message are subject to change for any of a number of reasons, it is important to track message performance
over time.
Perhaps the statement is no longer believable due to competitors' promotional activities or newly emerging
medical issues. As a result, additional documentation may be required to maintain (improve) believability.
Is the message still unique or has a competitor introduced a similar statement? Or message retention may
be declining because there has been a reduction in the detailing effort and/or the sales aid is not being
used in an effective manner. All of these issues point to the need for ongoing measurement, which in turn
should provide management with the necessary information to manage the message for the maximum return.
In the example that follows, message measurements were taken at quarterly intervals. This process indicates
that problems are developing with the message, especially relative to retention, believability and
uniqueness…and that corrective action is required.
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Do's and Don'ts
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Do's
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Evaluate your message on a routine basis to ensure that it continues to meet expectations.
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If message believability or relevance is a problem, correct it immediately by providing proper support or change the campaign.
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Dont's
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Don't assume that a message, which initially achieves high scores on all qualitative measures, cannot develop problems in the future.
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