Creating communications with impact

The Challenge:

• How can we identify the messages in a detail aid which would have the greatest influence on prescribing decisions?
• Which message bundle would appeal to the most physicians?

Our Solution:

• TURF analysis (Total Unduplicated Reach & Frequency) – consumer technique which gives greater insight than traditional rating and ranking methods

The Result:

• TURF analysis identified the message bundle which would appeal to 90% of respondents
• We found the 3-4 messages which had the greatest persuasive power – any more had limited additional reach
• We gave clear direction on story flow for greatest impact