Moderator has HCP write down the following and then share with the group:
1. What is the main message… what’s the overall idea they are trying to tell you?
2. What is your reaction to that idea?
3. Did anything in particular grab your attention – a word, image, phrase? why?
DISCUSS
4. What did you write down for the main message of the campaign ideas? o What specifically gave you that impression? o What is your reaction to that message? o Is this message important/meaningful to you as physician? o Were the messages the same between the two print ads?
♣ If so, was one of the ad ideas more successful at conveying this message? Which one and why?
♣ If not, how did the messages differ? o Which idea drove this idea home? Why? WHAT IS THE FIRST …show more content…
Based on this campaign, who specifically is this medication for? Who might you prescribe this medication to? Why do you say that? o Is it a person like your patients? Why or why not? If not, what type of person is this intended for? Why do you say that? o Do the print ads each give you the same patient identity type or are they different? Why? o Based on what you know about PCSK9 inhibitor monoclonal antibody, do you think this campaign idea would motivate the right patients to investigate the medication?
♣ Is there anything in this campaign idea that creates a sense of urgency? What?
6. What’s the benefit of taking this medication based on this campaign? o What gives you that impression? o Is that benefit important to you in your practice? o Do the ad ideas convey the same benefits?
♣ If so, does one of the ads convey the benefits better than the other? Which one and …show more content…
7. What’s the word or the phrase that describes this campaign idea? How will we remember it? Moderator to capture word/phrase that describes the campaign on flip chart o Probe: This campaign is the one that’s about______”
8. How would you describe the attitude or feeling of this campaign? What makes you think that? o Do the print ideas have the same attitude and evoke the same feelings or not? Please explain.
9. If, during an office visit, a patient paraphrased the message of this campaign idea and asked for your opinion – how would you respond? If the patient asked to receive this treatment how would you respond?
10. Is there anything unclear or off-putting about this idea or either of the ads? What and why?
Specific Campaign
1. What is the main message… what’s the overall idea they are trying to tell you?
2. What is your reaction to that idea?
3. Did anything in particular grab your attention – a word, image, phrase? why?
DISCUSS
4. What did you write down for the main message of the campaign ideas? o What specifically gave you that impression? o What is your reaction to that message? o Is this message important/meaningful to you as physician? o Were the messages the same between the two print ads?
♣ If so, was one of the ad ideas more successful at conveying this message? Which one and why?
♣ If not, how did the messages differ? o Which idea drove this idea home? Why? WHAT IS THE FIRST …show more content…
Based on this campaign, who specifically is this medication for? Who might you prescribe this medication to? Why do you say that? o Is it a person like your patients? Why or why not? If not, what type of person is this intended for? Why do you say that? o Do the print ads each give you the same patient identity type or are they different? Why? o Based on what you know about PCSK9 inhibitor monoclonal antibody, do you think this campaign idea would motivate the right patients to investigate the medication?
♣ Is there anything in this campaign idea that creates a sense of urgency? What?
6. What’s the benefit of taking this medication based on this campaign? o What gives you that impression? o Is that benefit important to you in your practice? o Do the ad ideas convey the same benefits?
♣ If so, does one of the ads convey the benefits better than the other? Which one and …show more content…
7. What’s the word or the phrase that describes this campaign idea? How will we remember it? Moderator to capture word/phrase that describes the campaign on flip chart o Probe: This campaign is the one that’s about______”
8. How would you describe the attitude or feeling of this campaign? What makes you think that? o Do the print ideas have the same attitude and evoke the same feelings or not? Please explain.
9. If, during an office visit, a patient paraphrased the message of this campaign idea and asked for your opinion – how would you respond? If the patient asked to receive this treatment how would you respond?
10. Is there anything unclear or off-putting about this idea or either of the ads? What and why?
Specific Campaign