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NHS Solutions
Utilising the extensive range of data assets exclusively available to IQVIA, combined with our market leading expertise, we are able to support the NHS meet the challenge of delivering high quality, efficient and cost effective healthcare by identifying actionable insight and realising the value in data.
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Analytics
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Securnet
Life Sciences Industry
We believe in the UK’s potential to become a global leader in the life sciences sector, and our investments announced in the 2018 Second Life Sciences Sector Deal further support the UK Government and the industry’s aim to make that potential a reality.
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Healthcare Discovery Platform
Real-World Evidence
Virtual Care
IQVIA Medical Research Extraction Scheme
Market Intelligence Solutions
Market Access and Patient Activation
Advancing UK Healthcare
We are committed to providing solutions that inform and enable all stakeholders across UK healthcare, to innovate with confidence, maximise opportunities, and, ultimately, drive human health outcomes forward.
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IQVIA Medical Research Extraction Scheme
Pharmacy Communications
IQVIA’s Pharmacy Communications offers pharma companies a simple and cost-effective channel to communicate product changes, updates and patient advice directly to patients via pharmacists.
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BLOGS, WHITEPAPERS & CASE STUDIES
Explore our library of resources spanning the healthcare & life science ecosystem on the latest topics, trends, and market developments that matter to you.
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Stay up to date on the latest news and press releases from IQVIA UK & Ireland.
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Our commitment to sustainability.
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Choose a Region Contact Us
Explore IQVIA by region
As a global community, IQVIA continuously invests and commits to advancing human health.
Americas
Argentina Brazil Canada Central America and Caribbean Colombia Ecuador Mexico United States
Europe
Adriatic Nordics Belgium Poland Bulgaria Portugal Czech Republic Romania France Russia Germany Slovakia Greece Spain Hungary Switzerland Ireland Turkey Israel Ukraine Italy United Kingdom Netherlands
Asia & Oceania
Asia Pacific Australia & NZ China India Japan Korea Southeast Asia Sri Lanka
Middle East & Africa
Middle East and Africa
Regional Thought Leadership
US Insights
EMEA Thought Leadership
Asia Pacific Insights
Solutions Insights
Main
SOLUTIONS
NHS Solutions
Life Sciences Industry
Advancing UK Healthcare
Pharmacy Communications
NHS Solutions
Utilising the extensive range of data assets exclusively available to IQVIA, combined with our market leading expertise, we are able to support the NHS meet the challenge of delivering high quality, efficient and cost effective healthcare by identifying actionable insight and realising the value in data.
Learn More
Consultancy Services
Insight & Feedback
Costing Solutions
Clinical Coding Analytics
Benchmarking
Analytics
Pathway Transformation
AppScript
Securnet
Life Sciences Industry
We believe in the UK’s potential to become a global leader in the life sciences sector, and our investments announced in the 2018 Second Life Sciences Sector Deal further support the UK Government and the industry’s aim to make that potential a reality.
Learn More
Healthcare Discovery Platform
Real-World Evidence
Virtual Care
IQVIA Medical Research Extraction Scheme
Market Intelligence Solutions
Market Access and Patient Activation
Advancing UK Healthcare
We are committed to providing solutions that inform and enable all stakeholders across UK healthcare, to innovate with confidence, maximise opportunities, and, ultimately, drive human health outcomes forward.
Learn More
IQVIA Medical Research Extraction Scheme
Pharmacy Communications
IQVIA’s Pharmacy Communications offers pharma companies a simple and cost-effective channel to communicate product changes, updates and patient advice directly to patients via pharmacists.
Learn More
Main
BLOGS, WHITEPAPERS & CASE STUDIES
Explore our library of resources spanning the healthcare & life science ecosystem on the latest topics, trends, and market developments that matter to you.
Learn More
NEWSROOM
Stay up to date on the latest news and press releases from IQVIA UK & Ireland.
Learn More
Report
Our commitment to sustainability.
Learn More
Search
Competitive Message Analysis (CMA)

Unlock Your Competitive Advantage with Competitive Message Analysis (CMA)

See What Messages HCPs Recall and Why It Matters
CONTACT US
Locations United Kingdom Solutions Life Sciences Industry Solutions Competitive Message Analysis (CMA)
CMA delivers more than campaign tracking. Go beyond to see how your messages land and how they compare to competitors in your market.
CMA reveals how your promotional efforts compare with competitors, helping organisations to adapt their messages in response to a changing market or new competitive positioning.

Measure the impact of your promotional campaigns and benchmark against competitors

A business analyst deeply engrossed in a hightech data vis

Transforming HCP Engagement with Competitive Messaging Analysis

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Situation

businesspeople standing talking

Situation

  • Challenges with understanding the performance of brand messages
  • Lack of information on the convincing and unconvincing elements of the sales visit and responses to comparative claims
  • Hesitance in making changes to brand messages

Solution

Reviewing written notes

Solution

  • Competitive Messaging Analysis (CMA) to assess detailing and messaging across multiple therapy areas
  • Pre-recruited panels of HCPs relevant to therapy area, all screened to ensure regularly seeing representatives
  • HCPs spontaneously fill out an online CMA questionnaire to report content of the recent representative visit and their response
  • Questionnaire covering key topics: unprompted recall of messages, comparisons with other brands, extent to which convinced by the messages, and expected impact on future prescribing based on the information presented

Results

Results

  • Semi-quantitative analysis of the questionnaires delivered through interactive MultiView dashboard:
    • Pre-populated ‘Viewbook’ containing visualisations of all questions across multiple time points
  • Excel file containing verbatim comments
  • Copy of promotional materials received by HCPs during visit
  • Support with widespread internal dissemination of the outcomes
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