Rhinebeck, NY (PRWEB) April 09, 2014
Continuing to build on its suite of healthcare-specific brand and advertising evaluation research products, Phoenix Marketing International today announced the launch of Journal AdPi® (Ad Performance Index). This new technology-based and proprietary research tool quantitatively assesses and optimizes healthcare professional (HCP) journal ads by comparing to industry standards (i.e., “norms”).
Some learnings from the Journal AdPi® database include:
Journal AdPi® simulates a mock journal environment where HCP respondents are taken page by page through a medical journal relevant to their area of specialty via Phoenix’s proprietary online platform. The mock journal includes various articles and advertisements similar to a real journal in order to get a measure of break-through for the ‘test’ ad, which is compared against industry standards. Respondents then move on to a more in-depth evaluation of messaging and creative elements for the test ad – again, with all key metrics compared against the industry standards. The Journal AdPi® methodology can accommodate multiple test ads and incorporate specific control cell ads. Eye tracking technology is also used to help optimize layout and flow.
“Phoenix is committed to evolving traditional research methods, including building of contextual databases that significantly contribute to the analytical process,” says Jaime Hodges, EVP of Healthcare. “Journal AdPi® is part of a larger effort within Phoenix Healthcare to build contextual databases across multiple stakeholders to provide better marketing insights, particularly among HCPs where the industry lacks norms.”
Other product offerings from Phoenix include HCP Awareness, Trial and Usage (ATU) tracking norms, Virtual Rep, a quantitative methodology for optimizing sales representative interactions and marketing materials and PatientView, a consumer brand and advertising tracking platform.
The following are more detailed findings based on Phoenix’s Journal AdPi® database:
About Phoenix Marketing International
Phoenix Marketing International is a premier global marketing services firm providing its clients with tailored, unique insight into their customers and markets. Phoenix’s healthcare division is based in Research Triangle Park, NC, and has offices across the U.S. and Europe. Phoenix Healthcare conducts custom and syndicated research in a variety of health-related fields with focus on pharmaceuticals, insurance, and over-the-counter treatments.