How TURF analysis was used to create communications with impact

The challenge

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.

The solution

We used TURF Analysis (Total Unduplicated Reach & Frequency) – a consumer technique which gives greater insight than traditional rating & ranking methods.

The outputs

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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