PROJECTS
MESSAGE TRACKING: EVALUATING THE LAUNCH CAMPAIGN
Health
METHODOLOGIES
In-depth interviews | Message Tracking & Message Recall
SECTOR
Health
YEAR
2022
Description
Our client’s objective was to understand the impact of the drug launch campaign on the perception of neurologists specialised in Multiple Sclerosis (MS) in Spain.
The objective was to understand the perception of the drug compared to other alternatives on the market and to evaluate the message recall (level of conviction and attractiveness of the messages, etc.), with a focus on defining recommendations to adjust the product’s commercial strategy.
40 CATI interviews
11 Autonomous Communities
3 categories by Hospital Center
Action plan on 7 differential pillars
“I like the fact that there is more research and more drugs coming out, but it is very necessary to start getting experience with their use to see if it is worth making the switch”.
Neurologist expert in multiple sclerosis
UNDERSTANDING THE
PERCEPTION OF THE DRUG
Characterisation of the neurologist expert in multiple sclerosis: vision and knowledge of new drugs.
Assessment of the perception and level of use of available drugs (positive and negative attributes and differentiating elements). Identification of patient profiles and optimal associated treatments.
EVALUATE
THE MESSAGE RECALL
Analysis of spontaneous recall of commercial messages with focus on messages expressed, attributes and data recalled, etc.
Analysis of commercial messages recalled in suggested. Percentage of association of each message with the drug and assessment of the degree of credibility and relevance of the messages.
IDENTIFY STRATEGIC
OPPORTUNITIES
Quantitative and qualitative analysis of the main insights, according to the different variables, medical profiles and types of hospitals that participated in the study.
Identification of opportunities and levers for action with recommendations and proposals for improvement at a commercial level.
