Abstract:

This paper shows how the medical marketer can understand the current market and jumpstart creativity through a deconstruction exercise, followed by conjoint measurement that identifies strengths and weaknesses of the deconstructed elements. Respondents evaluated short concepts created by systematically varying subsets of text and visual elements dealing with arthritis. Text elements were created by deconstructing messages appearing in current web sites. Visual elements were taken from appropriate stock photographs. Four concept response segments emerged: Segment 1 (Interested but unresponsive to communications), Segment 2 (Seeking a healthy life), Segment 3 (Seeking a social and support network), and Segment 4 (Seeking to treat an actual condition).