A Quick Look The Message Development Process
It is essential to emphasize the process through which the effectiveness of a message is guaranteed. Just as there are good manufacturing practices, there are also good practices in developing a message that ensures a high level of attention, a high degree of understanding, credibility, and long retention.
Start with time
The quality of a message is often correlated with the time it took to develop it. Developing the right message for the reality of the market takes time, no less than three months, ideally six. What produced the matrix or the international area of multinational companies can be effective, taking into account a different market structure, with different socio-economic makeup, and even with perceptions and objectives of doctors that may be different.
Define a positioning goal before thinking about the message.
The message is primarily valued by the criterion of approximation to the positioning objective. The message development process target requires rigorous engineering and a thorough study of the therapeutic class competitors. Developing a message appropriate to the reality of the market takes time, no less than three months and ideally six.
Get the attention in the first sentence of the interview.
One of the most significant difficulties in communicating pharmaceuticals is getting doctors interested in hearing the message. Hence, the first sentence of the interview is the most important. The perception of the product's existence is vital, which is achieved in the first words of the interview.
The first difficulty in message design is choosing the starting point. Where to start, it depends:
of the positioning objective;
whether the product has differential characteristics that signify the solution of a doctor's problem; and
If the problem is attractive enough, most doctors know it and have enough information to understand it.
Define the product by its differential characteristics.
In all fields of marketing, there are controversial aspects, with an absolute statement, a controversy is established: explicit or not. Controversies divert attention and make it difficult to achieve the objectives of the message. A product is not adopted. On the other hand, if this knowledge is underestimated, known information will be reiterated with two adverse effects: dull and provoking the rejection that generates all underestimation.
Before developing a message, you want to determine what doctors know about the topic.
Include only the necessary information.
It must be evident in the details and also in the essence of the message. The first clarity is to communicate why and for what the laboratory puts its product on the market and what it expects to do with it.
The creativity
In terms of communication, the imagination, the creativity of the message must be based on a deep knowledge of the thing to be communicated and the needs and desires of the interlocutor.
Conclusion: A knowledgeable manager communicates more creatively and effectively. The informed manager can be bolder and more creative without taking the risks of being one.
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