An evaluation of a new campaign should usually be initiated one to three months after launch.
ACNielsen HCI believes that when a new campaign is supported with a major promotional effort, then
measurements can begin as early as one month after the campaign begins. This timeframe would be especially
true for new products that are expected to become "blockbuster" drugs and therefore are most likely to be
heavily promoted with detailing and print promotion. For example, a product that is supported by a field
force of 2,000 reps, who have as their singular objective the promotion of a new drug, would have the
potential of detailing 240,000 physicians in just one month. Many companies have the capability of
committing even a much larger number of representatives to the task of rolling out a new product resulting
in even more personal physician contacts.
Further, many new product introductions are often supported with an ethical print campaign having an
initial monthly spend in excess of $1,000,000. This effort, coupled with detailing, should generate a
broad base of physicians who would be aware of the new product and for many, will have user experience.
When these circumstances prevail, campaign measurement after the first month of promotion is a reasonable
if not necessary step to ensure that the promotional program is on target and meeting expectations.
Campaigns for established brands that promote a new indication, a new form or have a totally new look
and/or direction, can also be evaluated during a one to three month window following execution. Once
again the timeframe for campaign evaluation should be dictated in large part by the level of promotion
being placed behind the brand.
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