A leading biopharmaceutical company was preparing to launch a new product into the U.S. market. Concerned about the fallout from potential negative news reports about the product, they developed a consumer directed messaging program to help answer potential consumer questions and concerns about the product. They enlisted G&R to pre-test the communications program. G&R recommended a two test cell plus control design that framed the different mindsets that consumers might bring to the communications by stimulating exposure to either a negative or neutral news article about the product, before exposing the messaging strategy. To evaluate the effectiveness of the communications, G&R measured levels of consumer concern on key dimensions before and after each framing cell of respondents was shown the messaging.
The research showed that the communications were successful in reducing overall concern levels by over 20%and answering the prevailing consumer question about the product by over half in both cells. The research also found areas where the messaging program did not adequately address consumer questions and suggested additional content strategies to help alleviate those concerns.
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