Measuring Message Recall to Ensure Continued Campaign Impact

Our client launched a revamped messaging campaign to enhance the impact of their omnichannel efforts. They wanted to create a system for tracking performance that would help them determine what messaging is impactful and identify areas for improvement. They needed insights to:

• Measure how well key messages are remembered by the target audience (recall).
• Evaluate messaging performance across key metrics (believability, relevance, motivation, differentiation)
• Assess messaging in the context of sales representative performance to further enhance the impact of that communication channel

We implemented a strategic quantitative research plan to annually gather and analyze the required data. This included:

• A 20-minute survey among physicians on the client’s target list as well as off-list physicians being detailed by competitors
• Custom index score developed to generate a single message performance rating for monitoring and refinement efforts (takes into account key metrics such as believability, relevance, motivation, and differentiation)

The insights derived from this system allow the client to:

• Definitively measure top-performing messages over time, with the ability to determine which are most likely to impact prescribing behavior
• Establish a sustainable system for continuous messaging campaign refinement based on recall and performance trends, along with tactical feedback for sales representatives