Detail Follow-Up
The objective of this study is to conduct a follow-up to the sales representative's visits and evaluate the impact and message recall that physicians have afterwards.
Targeted respondents are physicians that have been visited by a sales representative not more than 5 days before the interview, as well as sales representatives in order to compare messages being transmitted vs. messages being recalled and generating impact.
Product's key messages are categorized, for example:
- Type of patients to prescribe the product for
- Reasons to use this specific product for that type of patients
- Appropiate dosage when prescribing it
Each message category has several elements or keywords that the respondent ideally should recall, as part of the marketing strategy for the brand.
In this way, we identify recalled elements that are part, or not, of the product's message, delivering comparisons and analysis that can be viewed as an example below the following paragraph.
With sales representatives, additional information is gathered, such as their opinion on the relevance, impact, ease to remember and acceptance of each of the product's key messages, as well as their motivation felt by working with it.
Example:
