Master Visual Aid Testing & Optimization
Situation
Client has recently filed for regulatory approval of a new anti-inflammatory therapy that introduces a novel mechanism of action
Promotional agency has prepared multiple iterations of the core launch master visual aid and journal ad
Client seeking to identify the product master visual aid that communicates the most compelling story in traditional 3-minute and 30-second sales calls
Solution
OLG Research moderator worked with the promotional agency and sales training to develop a series of Sales Representative product sales details
OLG implemented a series of in-person, one on one IDIs where the OLG moderator served as a sales representative delivering a mock sales call to target customers
The process evaluated a series of alternate data presentations, visual aid spreads, headlines and sales detail closes
Outcome
Research identified the most compelling messaging and visual presentation for the launch of the visual aid
Research findings recommend de-emphasizing the product mechanism of action messaging – a meaningful shift from initial product launch plans and suggestions developed for previous research studies
Sales trainers observing the research were able to fine-tune the scripting for sales presentations as well as develop a series of objection handlers identified through the research