MESSAGING SUMM®

When do you need Messaging SUMM®?

You need Messaging SUMM® when you have many alternative ways of communicating the benefits of your product, and want to ensure that the final language you use is most persuasive to your customers.

How does Messaging SUMM® differ from other simulation tools such as Conjoint and Discrete Choice?
Messaging SUMM® has far greater attribute capacity than Conjoint/Discrete Choice models. A typical Messaging SUMM® study can cover 150 messages, as compared to 15-45 for Conjoint-based measures. In messaging SUMM®, every respondent rates every message for your brand and competitors, rather than a subset of messages.    SUMM® utilizes a unique, unbounded, behavioral measurement scale to measure the utility of each message, which eliminates order bias and increases discrimination between messages. Traditional numerical and semantic rating scales often generate a top rating early in the interview process, thereby not allowing a respondent to tell you if he feels the next message is more impactful.
What do you get from Messaging SUMM®?

» For each of your messages, you receive its Chooser Share- the % of physicians or patients that rate that message higher than messages from competitors.
Thus you have a rank-ordering of all of your messages based on their ability to be more influential than those of competitors:

Top 10 Client Product Claims

» Within each area of messaging (MOA, Dosing, Efficacy, Tolerability, Safety, Cost, etc.), you will be able to see the best language to use to express your benefits, by locating the message within each area with the highest SUMM Chooser Share.

Top Claim in each category

 

Optimizing Claims within a category: "Efficacy example"
Of the five alternative ways of communication a particular efficacy message, claim 117 generated more than 3 incremental Chooser Share points over claim 119.

» Since messaging strategies often involve combinations of 2, 3, 4 or 5 separate messages, the SUMM messaging optimizer runs hundreds of thousands of message combinations, allowing you to rank order combinations of messages based on their Chooser Share vs. competitors.

Five-Claim Bundle Simulations
The Chooser Shares of the five-claim bundles range from 14.5 to 7.5. Despite having the largest    individual claim scores, the Convenience Bundle does not win due to claim overlap in appeal. 

» Because the study also includes competitor messages, you will learn which competitive messages are most influential, as well as which of your messages work best against specific competitive messages.