Physician Testing
Journal Impact Research Service

Physician Impact is our premier journal ad testing methodology. It precisely measures whether and how your advertising is perceived and retained by targeted physicians in the real world environment of medical journals where it must break through, deliver its message and persuade in order to impact your bottom line. Conducted nationally, interviewers screen physicians for eligibility and ask them to read the current issue of a medical journal. The issue they receive contains a test ad that either appears naturally or is inserted into the journal so as to appear as a normal page. The following day they are recontacted to determine whether your ad left a lasting impression on a variety of dimensions (intrusiveness, intention to prescribe, message communication, strategic brand ratings and ad liking.) Next, physicians are directed to look at the ad and are asked standardized and customized questions to ensure that the unique strategic thrust of your ad is fully assessed. Reports include tabulations of all data relative to norms, physician's verbatim playback, performance summary and a diagnostic analysis based on G&R's proprietary knowledge center of success factors. Data can be enhanced with a variety of proprietary analytic procedures.

Key Benefits and Features:

• Real-world conditions provide the most rigorous test of stopping power and branding value of advertising available

• Proven battery of performance measures

• Provides insight about both short-term perceptions and longer-term retained communications effects

• Capable of providing general and most specialist physician groups

• Industry leader in print testing

• Expert analysis conducted by industry professionals based on extensive knowledge center