Healthcare Audiences Surveyed
Post-Detail RecallTM is designed to quantitatively evaluate the impact of a given sales call by measuring the level of specific message retention, or recall, after a product has been detailed to physicians.
The data collection methodology for Post-Detail Recall may be CATI telephone interviewing or Web surveys among recently detailed physicians.
The sample is provided by the sponsoring company from their call universe, either staggered or all at once, so that enough physician names are supplied to generate the desired number of interviews. At least a 15:1 ratio of physician names per targeted number of interviews should be provided.
The survey instrument is jointly developed by Attitude Measurement Corporation and the sponsoring company to obtain the most pertinent
information. Each questionnaire is custom designed to meet the particular needs of the study. Frequent areas of inquiry are listed below:
Points remembered from the detail
Central topic/main message recall
Most compelling point presented
Specific indications discussed (if appropriate)
Indication receiving primary emphasis (if more than one discussed)
Specific efficacy issues discussed
Specific side effect issues discussed
Specific dosing issues discussed
Specific price issues discussed
Specific competitive product comparisons made
Number and order of products detailed
Length of detail and reaction to length
Use of handout literature/visual aids
Distribution of samples and other leave-behind material
Overall rating of detail
Believability of information presented
Overall rating of representative’s product knowledge
Reaction to product after detail (versus before)
Consistency of information presented with prior product knowledge or experience
Competitive product detailing:
– Main message recall
– Differentiation from client’s product
Normative data is available which enables clients to evaluate current detailing efforts against past efforts (both their own and competitors’). Our norms cover a wide array of therapeutic categories.
Post-Detail RecallTM can be used in a variety of ways by marketing research and sales management personnel alike:
Evaluate detailing efforts for new product launches
Monitor existing products at various stages of their life cycle, as promotional themes or target audiences change, or as new indications are approved
Determine whether the intended sales strategy for a product is being properly implemented, understood and retained
Find out what competitors are saying about their products as well as client’s products
Assess the quality of client’s sales representatives
Verify client’s call reporting mechanism
For more information regarding Post-Detail Recall™, please contact us at: 610-238-9200 x3207.