Typical monitoring of a campaign has several important drawbacks:

• The key elements are researched with the GPs. However, a different group of responders is used for each element, when we know that in real life they all work together.
• Many important elements are not normally researched, such as, mailers and symposia attendance.
• Recall of advertisements is compared with competitors', but how often is the impact divided by the media spend to give an Impact Index?
• The responses to the elements are virtually never linked to the primary objective of the campaign - prescriptions.

Wouldn't you like to be able to do the following?

• Set objectives in advance for the campaign across a wide range of parameters and over time.
• Monitor all the main elements of the campaign against these parameters with a single, large group of GPs.
• Link the GPs' reactions to their actual prescribing behaviour.
• Analyse which elements and messages are generating the most desirable prescribing habits.
• Adjust the campaign to achieve the objectives and to maximise success in prescription terms. For example, if one message is found to be particularly effective at generating prescriptions the campaign can be swung behind it for additional emphasis.

Now you can

We have liased with one of the leading market research and data providers to create a monitoring programme which does just that. It is called 'Linked Evaluation of Campaigns' and while it has been designed to monitor launch and existing products and is also of value in the pre-launch. We believe that it is an extremely powerful tool to maximise a campaign's success and to ensure that every pound spent works as hard as possible.

To find out more about 'Linked Evaluation of Campaigns', phone David Earl on 01895 846 414 or e-mail