Whether it be the original ‘Rule of 7’or more recent studies that suggest the new number is much higher in the digital age we now live in, the premise remains that increasing message frequency can have a significant impact on retention and driving behaviour change, but does this theory extend to doctors?
Let’s start with why increasing message frequency is an important consideration for any campaign, including those designed with doctors in mind.
Repetition helps to reinforce key messages and ideas, making them more likely to be retained. This reinforcement helps to solidify the message in the minds of individuals, increasing the chances of creating a change in behaviour.
2. Attention and exposure:
Increasing message frequency ensures that the target audience is repeatedly exposed to the message. With each exposure, individuals are more likely to pay attention and engage with the message. By consistently delivering the message, it becomes more familiar, making it easier to understand, remember, and act upon.
3. Overcoming information overload:
In today’s fast-paced world, people are bombarded with numerous messages and distractions. Increasing message frequency helps to cut through the clutter and capture the attention of individuals amidst the information overload. By consistently delivering the message, it stands a better chance of being noticed, remembered, and actioned.
4. Behaviour reinforcement:
Behaviour change often requires repetition and consistency. By increasing message frequency, individuals are constantly reminded of the desired behaviour or action, making it more likely to be adopted and sustained. Continued regular reminders and reinforcement help to reinforce the importance of the behaviour, making it a habit over time.
So what about doctors, and does this strategy of increased message frequency stand up?
AusDoc Case Study:
- How to use digital only communication solutions to support the launch of a new product entering a crowded class.
- Test the hypothesis that repeat engagements by the same doctor translates into increased product knowledge and subsequent prescribing.
Create 5 long form branded (Access.PLUS) self-details to explain the different patient use cases along with evidence-based benefits of the product.
A brand destination page was developed and hosted on AusDoc.
Strong GP reach was achieved by promoting the self-details and digital display creative across AusDoc and its suite of e-Newsletters including Australian Doctor, Medical Observer, 6-minutes and more.
Increasing message frequency and therefore engagement, directly translated into greater growth in prescribing behaviour, driven by increased product knowledge and therefore confidence to prescribe.
This growth was 6% for those who engaged in three pieces of content, but quickly jumped to +14% by consuming one additional piece of information.
0% – Baseline
Increasing message frequency and its ability to drive increased engagement, is an effective strategy for driving behaviour changes. By reinforcing key messages, capturing attention amidst information overload, individuals (including doctors) are more likely to remember and act upon the intended messages.
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In addition, with 57% of GPs engaging with the campaign outside of traditional sales rep working hours and 1 in 5 engaging from a regional area, the campaign illustrates the ability of Access.PLUS to engage GPs when and where it suits them.
Read more on this topic: Why engaging with GPs outside of working hours is crucial for pharma
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