Firms Roll Out Pharma Analysis Tool

Pharma specialist J&D Associates and AdSAM Marketing have launched a quantitative message optimization tool, which links emotional modeling with intent to prescribe.

AdSAM Marketing's ADSAM measurement technique captures respondent's emotional response to marketing and promotional stimuli. Its nonverbal ADSAM measure enables researchers to understand and assess attitudes, preferences and behavior in the pharma marketplace.

The firms' new AMOS (AdSAM Message Optimization System) tool incorporates both emotional and rational responses to messaging, using a design that combines elements into a series of full message profiles.

Respondents see a subset of these profiles and use the AdSAM nonverbal measure to convey their emotional response. They can then indicate the message's anticipated effect on prescribing, via a patient allocation exercise.

J&D MD Santanu Das said: 'AMOS offers our clients an innovative message quantification approach to optimize their communication and brand planning strategy.'

Web sites: www.janddassociates.com and www.adsam.com .