Reaching physicians with the right promotional message is critical to the success of any brand prescription product. In today's marketing environment, payers have created opportunities and barriers to marketing success. Therefore, promotional messaging must integrate language that addresses the influence of payers on product selection within the disease area. These messages must be attention grabbing, believable, and motivate the physician to prescribe a product.
IMPACT Insights is a quantitative, disease oriented research study of physicians that identifies key managed care messages in a drug class that are most likely to result in action by the physician.
Messages that work may be oriented toward the disease (e.g. treatment goals), quality (e.g. HEDIS related), the product (e.g. route of administration), economics (cost offsets), quality of life (return to work sooner), or cost (e.g. formulary status/copay differential).
In addition to messaging, communications vehicles are also important. Knowing which promotional tools work with which message leads to a higher probability that doctors will pay attention to your marketing efforts and result in higher prescribing.
IMPACT Insights is developed for each disease area through primary research with about 100 physicians and 10 payers.
Sample Table of Contents