Our client wanted to identify the messages in a detail aid which would have the greatest influence on prescribing decisions and find out which message bundle would appeal to the most physicians.
We used TURF Analysis (Total Unduplicated Reach & Frequency) – a consumer technique which gives greater insight than traditional rating & ranking methods.
TURF analysis identified the message bundle which would appeal to 90% of respondents. We found that 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.
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