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Does higher sales aid recognition lead to higher sales?
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A sales aid which is part of a unified campaign ... and which communicates a quality message ...
will (significantly) contribute to a brand's growth when physicians recognize the aid and can recall
the product that it represents.
A sales aid that achieves high physician recognition and product recall, and is part of a unified
campaign, will almost always correlate with an increase in New Rx activity. When the sales aid and
journal ad complement one another, each tends to achieve higher recognition and product recall than
if one or the other of these selling tools were absent from the promotional campaign. Importantly,
ACNielsen HCI has developed a process, which segregates physicians into those who recognize the
sales aid and those who don't. New Rx activity of the respective groups is then analyzed based on
physicians who were detailed with the aid (either monthly or quarterly) and those with whom the aid
was not used. Importantly, sales aid usage provides the opportunity to present the illustration plus
the headline/selling statement.
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Click for a larger image
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The example shown above indicates a +2.1 share point gain for Product B. Physicians who were detailed
monthly grew New Rx share by +2.3 points while those called on quarterly registered a gain of +1.4 share
points. Among physicians detailed monthly with the sales aid, Product B grew by +2.7 points while non-use
of the aid resulted in a gain of +1.9 share points. With those seen quarterly, use of the aid was
associated with a +2.5 point gain while physicians detailed without the aid registered a gain of +1.3 points.
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In this particular example, use of the sales aid was very effective in generating high share growth.
At issue is that the aid was used with only one in four MDs who were detailed monthly and/or quarterly.
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Do's and Don'ts
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Do's
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Pretest sales aids with physicians and sales representatives.
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Use sales aids/"Slim Jim's" on every call to link the background promotion to the sales call.
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Evaluate and monitor sales aid usage.
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Dont's
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Don't assume you have a quality sales aid without testing.
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Don't change your sales aid without also changing your journal ad.
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