Research with Impact

• Overview
• Promotional Effectiveness Measurement
• Consulting Analytics
• DetailImpact^™
• MessageImpact^™
• TabletImpact^™
• LaunchAdvantage^™
• MessageAdvantage^™
• TargetAdvantage^™
• AlphaDetail Custom Research

Message Impact

Our analytical solution provides unique insight into the execution and impact of brand messaging, including competitive messaging, on physician brand choice.

A wide range of research suggests that one of the most promising paths for enhancing overall detail effectiveness is to modify message mix to increase primary emphasis, or combination emphasis, to those with the greatest impact on brand positioning and treatment choice. Traditional message effectiveness analyses are based on survey-based recall data, modeled on post-adjudicated physician level dispensed data or intent to prescribe.   ImpactRx captures promotion activity and patient treatment decisions from the same physicians all within a complete competitive context, causing a direct link between the promotional stimuli and behavioral outcomes.  Powered by our longitudinal, behavioral ImpactData^™, ImpactRx is uniquely positioned to provide unparalleled insight into the following questions:

Effectiveness and Projected Share Change from Message Modification:

• Overall Effectiveness:  How effective are your brand’s messages for shaping brand perceptions and driving choice for your brand?
• Competitive Message Vulnerability and Cross Brand Impacts:  How effective are competitor messages for driving choice from your brand?  How effective are your brand’s messages for driving choice from your competitors?
• Projected Brand Share Change from Message Modification:  Given your current targeting strategy, what is the projected change in brand choice for your brand associated with changes in message mix and emphasis?

Identification of Tactical Adjustments to Enhance Message Efficacy and Efficiency

• Message Targeting Effectiveness:  Are your brands messages more effective for driving choice for some physician segments than others, and if so, can targeting be adjusted to improve overall message effectiveness?
• Message Delivery Effectiveness:  Are certain messages more effective when delivered differently (i.e. with a Tablet, in a longer, two-way discussion) or when physicians perceive the messages and sales reps to be of higher quality?

Download MessageImpact^™