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What is a message and why is it important?
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Every brand needs to have a selling story that supports the physician reason to prescribe.
That story will include attention getters (headlines), approved indications, features, benefits, clinical data,
MOA, safety profile etc. However, that "story" is not the message. Numerous studies have shown that a
simple unifying message will be what the physician remembers. Having multiple key messages, more times
than not, will confuse the issue. The sales call will tell the story and needs to begin and end with the
key message. Support promotion reminds the physician between details that your brand's story was compelling,
and the message is what will be remembered at point of sale (each prescribing opportunity).
In addition, that message needs to be prominent in the print promotion. It does not necessary have to be
the headline, but it should not be buried in the text.
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Do's and Don'ts
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Do's
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Agree on the key message; the essence of what the brand is ... the one phrase that will have the greatest impact on NRx.
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Articulate the message clearly ... it's what drives passion… what is the main point you want the physician to remember about your brand (the doorknob detail).
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Provide a benefit to the physician (not just a product feature) ... the one sentence that defines the reason to prescribe.
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Find a unique way to communicate your message, even if you are limited in what you can say regarding claims.
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Dont's
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Ignore the competition ... take a look at your competitions' message and how well it works, before developing your message. You do not want to launch a campaign where your new message is owned by a competitor (you don't want to be driving a competitors sales with your promotion!)
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Make your prospective customer work to figure out your message. Your clients will not take the time to do that ... or if they do, they will often attach their own meanings, rather than yours. If you really have to use a "generic" message, find a unique way to say it.
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