Promotional Data and Message Testing

Situation

  • Client has a well-established product in cardiovascular space exceeding sales expectations

  • New analyses of Phase III clinical data reveal compelling new efficacy data in specific patient populations along unique clinical endpoints

  • Client seeking to identify communication messages that convey these new clinical findings while maintaining momentum with existing message platform

Solution

  • Series of two qualitative studies executed to evaluate new clinical data and messages

  • First study focused on confirming the most compelling data presentations and begin building the words and vernacular used to convey the information

  • Second study validated data importance and evaluated different approaches designed to communicate new clinical information while supporting the existing messaging platform

  • OLG implemented an objection handling scenario designed to prepare the field force for questions and/or objections related to the new analyses

Outcome

  • Client and agency modified core product messaging in a way that highlights the new data while supporting the core brand story

  • OLG’s recommended approach enabled brand management and sales training to identify objections and test/validate messaging for objection handling

  • Brand use expanded into new indication while maintaining upward momentum