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The Tactic: Ad-Visor™ for newly launched Oxytrol patch treating over active bladder
- Intro letter signed by client’s market research director
- Honoraria check attached to survey instrument
- 20,000 targets
- 16 page, color instrument
- 13 research (some multiple part for a total of 27 questions)
The Response
- 21% response rate
- $5 Honorarium
- Response higher for higher deciles and for specialist
- Decile 10 greater than Decile 6
- Urologists and OBGYNS greater than PCPs
What We Learned
- Limit volume of questions and attempt 12 page length instead of 16
- Target higher decile prescribes and specialists over PCPs
- Ad-Visor participants (and especially responders) had an overall greater level of prescribing Oxytrol
- Front cover/first spread low rating for message clarity; rearrange Q4 items in order of prominence
- Physicians in Western region placed increased value on clinical information
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