The overall message retention norm for new products promoted to primary care physicians is 53%. For
specialists, the norm is virtually the same (52%). Both of these figures are significantly higher than the
message retention norm (37%) for established products promoted to primary care physicians or specialists.
The higher penetration result seen for new products undoubtedly reflects physicians' interest (at least
initially) in something new.
Of note is that message believability for new products tends to be slightly lower than for established
products. This may be due to physicians having little or no experience with the new drug and therefore
may question the message being presented until they gain experience with it. With one exception, relevance
norms are basically the same for new products primary care and established products, primary care and
specialty. The higher relevance norm (57%) for new products, which are promoted to specialists, suggests
that companies need to be especially mindful of backing up any message claims being made with this group
if they expect to gain their support in the future.
|
)
