A communication study: creative concepts and detail aid testing

Background and objectives

We were asked to test creative concepts and detail aids. The objective of the research was to test communication of the following key messages:

• X anti-perspirant is clinically effective on axillary hyperhidrosis, and provides complete relief from arm pit sweating under normal conditions including:
  • Cool clothing
  • Avoiding foods that trigger sweating
  • Reducing stress, tension or anxiety
  • Increased attention to personal hygiene
• It is fast acting and has a long duration
• It is superior to aluminium chloride which is the active ingredient of some roll-on or aerosol anti-perspirants
• It is safe and well tolerated
• Detail aid:
  • Obtain reactions to the detail and detail aid
  • Effectiveness in getting across communication objectives messages, message flow, credibility, relevance to practice and clarity in targeting all patient types and competitors
  • To establish whether detail aid offers new information which will motivate dermatologist's usage intentions
  • Identify any objections to the messages (specifically front page set-up)
  • Suggest improvements for both detail aid and communication of detail aid by sales force
• Advertisement concept:
  • Confirm that refinements made since the last round of concept testing are on target
  • Confirm whether it is effective at communicating the brand's key messages (i.e. complete relief), and if this is a unique proposition (i.e. lid swelling)
  • Establish whether headlines/taglines together with visual are communicating effectively: whether copy/bullet points/strap lines are compelling/attention-grabbing, credible and consistent with communication objectives

Approach

We conducted 10 IDIs using neuro-linguistic programming (NLP) and other projective techniques with self-completion (using very experienced NLP trained moderators). Respondents recruited on the basis of pre-defined screening criteria:

• Predominantly work in private-only or group practice
• Are very experienced
• Have completed, on average. 18 years in the practice
• Half had been in the practice for more than 20 years
• They see and treat a relatively high number of patients per quarter during the summer season
• They are relatively set in their ways and traditional, but welcome new products
• They mainly use older established products

Results

• Overall reaction to creative concepts with positives and negatives for each concept
• Overall reaction to detail aid as listed below: