Physicians who have been detailed with a sales aid have significantly higher ad recognition and
product recall than those with whom the aid was not used.
Representatives' use of the sales aid…on all calls where possible…has long been supported by
ACNielsen HCI as a requirement to achieve high ad recognition and product recall. In addition,
this process … use of the sales aid…is most effective, and in some cases only of significance when a
uniform campaign is in place, i.e., the sales aid and journal ad share similar graphics and copy.
Obviously, as a first step, campaigns need to be believable and relevant (carry the right message) and
memorable (unique)…and be adequately funded if they are to be successful. However, as the following
examples show, use of the sales aid helps even more by ensuring success.
For Product A, the overall ad recognition score was 69%; product recall was 51%. However, among MDs
detailed without the sales aid, ad recognition was just 25% while those detailed with the aid (77% of MDs)
had an ad recognition score of 92%. At the same time, product recall jumped from 16% (non-use) to 80%.
Even larger increases (on both an absolute and on a percentage basis) in ad recognition and product
recall (when a sales aid is used) were observed with Product B. However, the overall scores for Product B
were significantly lower than those obtained by Product A because relatively few MDs (just 22%) were
detailed with the aid.
In summary, these examples show that while use of the sales aid does increase ad recognition and product
recall when a uniform campaign is in place, there is also a need to have high sales aid usage, if overall
ad recognition and product recall scores are to be driven higher.
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