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Queue 'Advisory Board'

SACHS ADVISORY BOARD

Michael Netter

Tracy Chadwell

Thomas Britt

Major Pharmaceutical Company

Clinical Trial Message Testing: Pain Management

Developing New Marketing Materials and Rep Talk Track

Content: 

CHALLENGE

Determine the most effective data and messaging to impact the prescription landscape in favor of new formulation. Specifically:

Evaluate new product profile and clinical trial results vs. standard of care

Identify which elements of the product profile and trial have maximum impact on physician’s recommendation

APPROACH

Multi-city research conducted using IDIs and TDIs among PCPs, Psychiatrists, Pain Management Specialists and Anesthesiologists. These were followed by extended message testing across several categories with integrated study data (primary and secondary outcomes).

OUTCOME

Clear core messaging preferences emerged with key elements targeted to various specialties. Individual messages were identified as highly motivating across HCPs.

TAGS: pharmaceutical, pain management, HCPs, PCPs, primary care physicians, pain management specialists, anesthesiologist, psychiatrists, clinical trial, new formulation, marketing materials, sales representative talk track, strategy, extended message testing, IDIs, TDIs, message testing, qualitative, branding, positioning

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