How Effective is Your
Non-Salesforce Promotional Spend?
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In an era of message bombardment
…Are physicians getting your promotional messages?
…Are your message delivery vehicles effective and are the messages being read?
…Do your messages reside in those locations where GP/FPs seek out information?
Find out what’s working and identify the most effective promotional tactics for today’s rapidly evolving communication environment.
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MD Analytics’ Insight Syndication –
Non-Salesforce Promotional Effectiveness Study
HOW CAN YOUR ORGANIZATION…
- Effectively reach physicians amidst competing attention demands
- Seek ways to optimize non-salesforce promotional spend
- Identify new ways to communicate
- Eliminate or modify promotional tactics that aren’t driving results
This study will deliver insights to answer these questions
STUDY MODEL
The study will examine promotional vehicles in the context of the information needs and readership patterns of GP/FPs as well as the factors driving information seeking behaviours.
Diagram: The healthcare information universe 
THE STUDY WILL INVESTIGATE the healthcare information universe from 3 perspectives
1. Passive Information
- Determine the criteria (where applicable) used to screen information
- Types of information content
- Time spent scanning or reading information
- Criteria used to scan or read information
- Anticipated changes in time spent reading each vehicle
- Determine the criteria (where applicable) used to screen information
- Extent to which physicians screen promotional materials
- Identify information screening criteria provided to office assistant
- Evaluate specific delivery vehicles in terms of
- Measure anticipated changes in reading patterns
- Identify most preferred promotional vehicles received in the past month
- Exploration of key messages recalled and reasons for recall
2. Active Information
- Identify product promotional information physicians seek out on their own
- Type of information
- Quantity of information
- Sources of information
- Format of information
- Determine criteria used to seek information
- Determine criteria used to evaluate information
3. Information Seeking Triggers
- Identify key exogenous drivers governing information seeking behaviours, specifically
- Role of physician (themselves)
- Role of patient
- Role of other healthcare professionals
- Role of
academia
- Role of
industry
- Explore concerns GP/FP’s may have in staying current and on top of the volume of information received
WHO CAN BENEFIT FROM THIS REPORT?
…Marketing research managers, marketing communications managers, product managers, ebusiness champions
- Wanting to proactively connect with physicians when and where they seek information
- Seeking insights on how to effectively break through communication clutter
- Seeking to better understand what promotional vehicles work…
TARGET PARTICIPANTS
- Approximately 300 General Practitioners / Family Medicine physicians
- Nationally distributed +/-5.7% margin of error, 19 times out of 20.
METHODOLOGY
- Web-based survey, up to 28 questions, 20 minute duration, French/ English
- “Mailbox” Analysis -- Collection of all print collateral from 50 GP/FPs representing key cities across Canada. Analysis of the types of content and volume of content
COST
- $7,500 excluding taxes.
- Deliverables include PowerPoint deck featuring tables, sub-groups, analysis and conclusions/ recommendations.
- MailBox Analysis report an extra $500
- Additional close-ended questions $500 per question. Additional open-ended questions $1000 per question.