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.
