Abstract:

This paper reports the results of a study using experimental design to understand, segment, and optimize messaging with respect to pharmaceutical companies in the hotly discussed and controversial area of pain relief. The study comprised responses to different, actual 'real' messages about brands, companies, FDA statements, planned corporate actions, and general information. The 24 elements or messages themselves were 'realistic', culled from the corporation news reports over the past few years, and were created as if they came from a corporate press release and communication.