Message Recall

Situation

An Answers & Insights client wanted to do a tracking survey to gather unaided and aided recall of sales messages shortly after physician sales calls.  The method had to meet the following objectives:  blind the sponsor, get messages within 24 hours of being delivered, provide 'rich' insights into the message and be able to distinguish between the client's sales representatives and their co-promotion partner's representatives.  Our client also wanted complete flexibility in modifying the survey from wave to wave.

Solution & Task

We designed a quantitative message assessment survey.  This survey was implemented by our call center interviewers, who recruited the physicians and administered the six-minute survey, making certain they probed thoroughly on unaided message recall.  Each day, the client sent a list of physicians who had been detailed the previous day.  We quickly matched these lists to our lists for phone numbers, fax numbers and email addresses.  Results were prepared and presented by sales region, physician specialty and product brand.

Action

Client has used the message recall analyses at sales meetings and used the findings to evaluate sales performance.

Extra

The project has grown to include a sales force effectiveness component, where each brands' sales representatives are evaluated on 19 attributes.  A post-analysis is performed, using prescriber-level data to measure the impact of prescribing on the quality of message and representative performance by brand.