Manufacturer/Advertising Agency Services

Ad Concept Testing

Using personal interviews we can help you identify an ad’s strengths and areas that may need modification before the ad is presented in the marketplace.

•Is the intended message being communicated?
•Is the message believable?
•Is there synergy between text and graphic?

Test alternative concepts or evaluate against other competitors. Pretesting can maximize your return and minimize costly mistakes.

Sales Aid Testing

Evaluate receptivity to the information before placing these in the hands of the representatives. Sales materials can be tested using a simulated presentation from the representative, a page-by-page critique of the material, or a combination of both approaches.

Avoid embarrassing confrontations and identify potential problems so your sales force is armed with appropriate responses.

Check-Ups

Need quantitative data to support a market position or feedback from your audience on a therapy, product or service? Using a check with questions printed on the reverse side results in a rapid and high response rate — often exceeding 50%! Minimize non-respondent bias. Develop a database that captures respondent name, address, and specific profiling information.

Managed Care Insights

•Are you considering a strategy to engender user loyalty?
•Have you developed a program to market to managed care organizations to enhance patient compliance?
•Are you trying to minimize product substitution at the retail pharmacist level?

Franklin Communications has extensive experience in speaking with executives of managed care organizations to assist you in getting the answers you need. From medical directors to pharmacy directors to those responsible for the implementation of your programs — we’ve spoken with them all!

Market Intelligence

•Introducing a new product?
•Planning a new campaign for an established product? How will your target audience receive this marketing approach?
•Uncertain as to the best packaging alternative for trade and samples?

Gain insights into current attitudes and behaviors as well as usage patterns. Learn why users select specific products for specific indications. Identify strengths and weaknesses in current regimens. Understand how your product will “fit in” compared with current entities.

Many times these market data can’t be obtained through syndicated services. Franklin Communications conducts custom studies to gather competitive prescribing and usage data, product substitutions, etc., as well as valuable qualitative data.

• Focus Groups
• In-depth Personal Interviews
• Mail Surveys
• Telephone Surveys
• Check Studies
• Internet/E-mail Surveys
• Fax Surveys