Using a technology-based, proprietary mock environment and industry norms, the new research tool quantitatively assesses and optimizes healthcare professional journal ads
Rhinebeck, NY – Continuing to build on its suite of healthcare-specific brand and advertising evaluation research products, Phoenix Marketing International today announced the launch of Journal AdPi® (Ad Performance Index). This new technology-based and proprietary research tool quantitatively assesses and optimizes healthcare professional (HCP) journal ads by comparing to industry standards (i.e., “norms”).
Some learnings from the Journal AdPi® database include:
Journal AdPi® simulates a mock journal environment where HCP respondents are taken page by page through a medical journal relevant to their area of specialty via Phoenix’s proprietary online platform. The mock journal includes various articles and advertisements similar to a real journal in order to get a measure of break-through for the ‘test’ ad, which is compared against industry standards. Respondents then move on to a more in-depth evaluation of messaging and creative elements for the test ad – again, with all key metrics compared again the industry standards. The Journal AdPi® methodology can accommodate multiple test ads and incorporate specific control cell ads. Eye tracking technology is also used to help optimize layout and flow.
“Phoenix is committed to evolving traditional research methods, including building of contextual databases that significantly contribute to the analytical process,” says Jaime Hodges, EVP of Healthcare. “ Journal AdPi® is part of a larger effort within Phoenix Healthcare to build contextual databases across multiple stakeholders to provide better marketing insights, particularly among HCPs where the industry lacks norms.”
Other product offerings from Phoenix include HCP Awareness, Trial and Usage (ATU) tracking norms, Virtual Rep, a quantitative methodology for optimizing sales representative interactions and marketing materials andPatientView, a consumer brand and advertising tracking platform.
The following are more detailed findings based on Phoenix’s Journal AdPi® database:
Don’t get too creative
Headlines that are straightforward and highlight the patient benefit receive higher ratings, overall, vs. those ads incorporating a-play-on-words or more abstract headline phrases.
Less is still more with Docs
Physicians show no more responsiveness to highly cluttered print ads than consumers do. Those ads best received were typically 1-page ads with the top ½ to ¾ of the ad including a visual ‘hook’, headline, sub heading or benefits and the brand logo, with the small print appearing at the bottom of the ad. Two- page ads tend to be the biggest violator of too much clutter, and thus consistently perform in the bottom percentile. With one-pagers generally equally or out-performing two-page ads in terms of stopping power and taking action, sponsors should not feel a 2-page spread will necessarily get them more for the money.
Yes, doctors have emotions too
Graphics and headlines that speak to an emotional side of physicians “helping” their patients seem to perform better with regard to stopping power AND gaining interest/action. Most of the best performing ads featured patients, while those toward the bottom of the list were more likely to have inanimate objects or use graphical metaphors.
It’s harder to grab the attention of Primary Care Physicians (PCPs)
Specialists have significantly higher recall of journal advertisements vs. PCPs, indicating it is easier to grab the attention of Specialists. However, upon forced exposure of an ad, PCPs are more likely to endorse journal ads as “worth seeing again” and are more likely to visit websites as a result of seeing an ad to learn more. PCPs are particularly less favorable toward 2-page spreads, so going to market with an optimized 1-page asset is a better tactic among this group.
About Phoenix Marketing International
Phoenix Marketing International is a premier global marketing services firm providing its clients with tailored, unique insight into their customers and markets. Phoenix’s healthcare division is based in Research Triangle Park, NC, and has offices across the U.S. and Europe. Phoenix Healthcare conducts custom and syndicated research in a variety of health-related fields with focus on pharmaceuticals, insurance, and over-the-counter treatments.