onMESSAGE Driver Analysis

The onMESSAGE Driver Analysis leverages the strength of the entire database and applies multivariate analyses to identify the elements of the detail visit that are expected to have the most impact on prescribing.

Both derived importance (DI) and structural equation models (SEM) are used to conduct a two step analysis.

Step 1:

Provide Insight on the relative impact of the "3 detail groups" (Quality of Detail, Messages Delivered, Tactics Used) on detail effectiveness.

Step 2:

Within each of the 3 detail groups, the relative impact of each individual detail group element.

What determines Detail Effectiveness?

The ultimate goal of detailing is to increase prescriptions for your brand, so the impact of the detail on intent to prescribe is one component of "effectiveness."  To capture the cumulative nature of detailing, prescribing volume is also a component of "effectiveness."

The results of the onMESSAGE Driver Analysis provide specific actions that can be taken by the sales representatives in order to improve their effectiveness and increase usage of the brand.