Use Case: Message Recall & Testing in Pharma

Objective

To assess the effectiveness of promotional messages used in pharmaceutical marketing — specifically measuring unaided and aided message recall, resonance, and persuasive power among target HCPs.

Methodology

Data Source

Survey of 200 healthcare professionals exposed to promotional content (e.g., digital campaigns, rep detailing, journal ads).

Key Variables

  • Unaided Message Recall: Open-ended mention of key themes

  • Aided Recall: Recognition of key brand messages from a list

  • Resonance Score: Likert scale (1–5) rating for how well message aligns with professional values or patient needs

  • Persuasiveness: Likert scale (1–5) indicating intention to act (e.g., trial/prescribe)

  • Other Variables: Specialty, rep visit, region, brand familiarity

Analytical Techniques

  • Recall Analysis: % unaided vs aided recall per message

  • Message Resonance Scoring: Mean scores, standard deviation

  • Statistical Tests:

    • ANOVA: Differences in resonance across messages

    • Chi-square Test: Association between recall and rep visit

    • Logistic Regression: Predict likelihood to prescribe based on resonance

Sample Findings

Message Performance Summary

Message Unaided Recall Aided Recall Resonance Score Persuasion Score
Efficacy 42% 78% 4.2 4.0
Safety 26% 60% 3.9 3.7
Simplicity 18% 52% 3.5 3.4
 
  • Efficacy message performs best across all metrics.
  • Simplicity message underperforms, especially in unaided recall and resonance.

Statistical Insights

  • ANOVA showed significant differences in resonance between messages (p < 0.01)

  • Chi-square: Physicians who had a rep visit in past 3 months were significantly more likely to recall efficacy messaging unaided (p < 0.05)

  • Logistic Regression: A 1-point increase in resonance score increased likelihood to prescribe by 1.8x (OR = 1.8, p < 0.01)

Segmentation Insights

Segment Characteristics
Segment 1 High recall, high resonance → Message-aligned prescribers
Segment 2 High recognition, low resonance → Aware but unconvinced
Segment 3 Low recall and resonance → Message-unaware or disengaged
 
Strategic Recommendations

  • Double down on high-performing messages (e.g., Efficacy) for reinforcement in both digital and face-to-face channels

  • Rework underperforming themes (e.g., Simplicity) to better align with clinical priorities

  • Target rep efforts toward Segment 2 (aware but unconvinced) with deeper clinical content or real-world evidence

  • Track recall/resonance over time to optimize messaging effectiveness across campaigns