Trone Research and Consulting

Crafting Product Marketing Messages That Differentiate and Motivate

Scenario

As part of an initiative to increase its penetration in the market, our animal health client was seeking to optimize its messaging to veterinarians for a companion animal medication.

Challenge

Test high level message dimensions and supporting points to uncover those which are the most disruptive and impactful for focus in marketing materials.

Action

TRC identified the basic cost of entry message elements that needed be included in communications just to get into the consideration set.  We also highlighted additional statements that differentiated this product from alternative treatments. From our industry market research, we revealed that there was no need to develop separate messages for two sub-groups of veterinarians because the same critical product messages appealed to both groups.

Insights

We utilized multiple regression techniques to identify the language, words and tone that should or should not be used in messages in order to motivate veterinarian interest in prescribing the medication and differentiate this medication from competitors.

Outcome

The client was able to strategically optimize messages for all promotional and marketing materials (e.g., print/digital ads, e-detailer, hardcopy detailer, sales presentations, website, etc.). The insight that different groups of veterinarians would respond equally well to the same messages allowed the client to save on costs by eliminating the need to create separate materials for the different groups.

TRC Messaging Test

 

Doug Barton, President & CEO

Doug Barton

President & CEO

Doug is a career research, analytics and brand marketing executive with more than 35 years of experience working with Top 50 market research firms, Fortune 500 companies and marketing firms on client and supplier side.

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He is a leader and advisor with a proven track record of solving business challenges for start-ups as well as small to large businesses across the world. Doug’s industry experience spans across hospitality, telecom, CPG, financial services, insurance, textile and apparel, turf and ornamental, animal health and retail.

Kimberly Ness

Kimberly Ness

SVP, Insights & Marketing

With 25+ years of experience across research, branding and marketing, Kimberly has the unique ability to transform complicated data into a simple strategic plan that achieves results.

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She has led marketing efforts for global and national brands and has a specialty in animal health, working with brands like Zoetis, Boeringer Ingelheim and Mars Petcare. She is known as an industry thought leader and has been a featured speaker at Global Pet Expo, AAHA, CBI, Brakke Consulting and Fetch, a dvm360 conference.

Tom Minsel

Tom Minsel

PhD, Head of Research & Data Science

Tom is our PhD Statistician and master data miner with 25+ years in direct marketing, customer targeting, modeling and research design.

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His areas of expertise include statistics, applied and theoretical measurement, psychological research, survey research, summative and formative evaluation, SAS, sampling, trend analysis and generally all things analytics. Tom oversees more than 65 comprehensive studies each year to help clients better understand their customers.

Kim Cameron

Kim Cameron

Director of Research

A PhD Social Psychologist with 17+ years of experience in Consumer and B2B market research for Fortune 500 companies.

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She has a strong track record as a forward-thinking strategic business consultant, providing actionable customer-driven insights and recommendations. Kim has industry experience in retail, manufacturing, telecom, insurance, financial services, ecommerce and animal health.