These are typically conducted using focus groups or one-on-one
in-depth interviews with physicians, nurses, pharmacists, consumers and
other appropriate respondents:
--- Early concept testing where the idea for an advertisement or an
entire promotional campaign is summarized in a few sentences or paragraphs;
--- Testing early, rough graphics and/or copy;
--- Testing more developed prototypes which are closer to final graphics
and copy;
--- Post-launch or post-publication in order to determine awareness of
the campaign, message wear-out and lay the foundation for further changes in
a new campaign.
If time permits, more robust quantitative testing with larger,
projectable samples can be undertaken to determine the likely success of the
ad compared to previously determined “norms” for the category. This is
particularly common in the pharmaceutical industry.
“These market research steps should ideally be taken before a campaign or
product is launched, although it may be necessary to change the brand’s
image and direction even years after launch. Institutions such as medical
centers and nursing home systems, for example, may employ “branding” years
–even decades—after their doors first opened,” Shapiro observes.
“The smart marketer will test these materials not as individual
advertisements but as a comprehensive campaign for the brand,” notes
Shapiro. “Logos, headlines, taglines, copy, and graphics should closely
match other promotional vehicles the marketer is planning for this brand
such as print advertising, TV commercials, sales literature, patient aid
materials, etc. Everything should be coordinated and supportive to present a
united image for the brand, even if the promotion will be ultimately
targeted to different audiences.”
Contact Jack for more information regarding the proper conduct and use of
medical market research techniques to assist your branding efforts or for a
specific proposal.
“And be sure to visit our website,
www.JackShapiro.Com , to learn more about us,” Shapiro adds. “We are
especially proud of our new in-house market research training program which
clients are calling, ‘a perfect fit for today’s globally-recessed economy.’”
THIS MAN KNOWS ABOUT THE FUTURE OF HEALTHCARE
Jack M. Shapiro, an internationally known healthcare marketing
consultant, futurist, broadcast journalist and public speaker is available
for interviews.
Jack includes among his clients major pharmaceutical and insurance
companies, advertising agencies, hospitals and manufacturers of medical
equipment supplies and devices. Often quoted in the healthcare industry,
general business, and lay publications, Jack has been a frequent guest on
national television (ABC, NBC, MSNBC, CNBC, FOX, PBS and abroad on BBC and
ITN) and radio as a commentator on healthcare trends and politics in the
United States and overseas.
From 1997-1999, he was the host of “MEDI-POLITICS,” a nationally
syndicated radio show focusing on the politics and future of healthcare as
well as key legal and ethical issues. The show reached more than 40 markets
in 26 states and an audience of 31 million people.
Jack has spent more than 40 years in the healthcare field, both in the
U.S. and abroad. Before forming his successful research and consulting
company, he held high-level management positions in marketing and market
research with healthcare giants such as Wyeth and Pfizer.
He is currently writing a book about the future of American healthcare
based on his long experience in the healthcare industry, in-depth interviews
with leading experts who appeared on his radio show as well as on-going poll
results generated by his market research company.
