ZoomRx has been working with 150+ pharmaceutical brands in optimizing their Message Performance through surveys & LLM powered Benchmarking exercises
Pharmaceutical brands operate in an increasingly complex communication landscape. Healthcare professionals (HCPs) are pressed for time, overloaded with information, and exposed to messages across dozens of channels. In this environment, even high-quality promotional content could struggle to influence prescribing decisions.
At the same time, brands face their own pressures: delayed insights, surface-level tweaks, and limited visibility into which messages truly drive impact. Many brand teams still rely on a dated approach which focuses exclusively on probing for just message recall. This narrow probe approach produces visibility metrics but not insights —and leaves brand teams guessing which messages are genuinely effective and what actions they can take on.
ZoomRx solves this challenge by adding a couple of more steps:
- Plot: Message Recall × Effectiveness framework, a proven method grounded in real-world HCP data. This framework moves teams beyond KPI reporting toward clear, actionable decisions about which messages to prioritize, optimize, or retire.
- Prompt: Message Labs, an optimizer that leverages ZoomRx’s extensive promotional database, to refine underperforming messages. Its three integrated layers ensure optimization is data-driven, clinically appropriate, and strategically sound
Step #1: ZoomRx’s Message Recall × Effectiveness Framework
ZoomRx’s framework evaluates messages across two dimensions and plots them to understand where things can be made better.
- Message Recall — the HCPs recalling a message being discussed
- Message Effectiveness — the ratings for believability, differentiation, and motivation
Plotting messages on a 2×2 grid creates four actionable zones:
- High Recall / High Effectiveness — prioritize and continue emphasizing
- High Recall / Low Effectiveness — optimize or retire
- Low Recall / High Effectiveness — increase delivery to uncover “hidden gems”
- Low Recall / Low Effectiveness — deprioritize
The framework also incorporates industry benchmarks, providing context against competitive norms.
Step #2: Message Labs: Uniquely Leverages Benchmarks to Optimize Messages
Message labs helps to perfect any message that are perceived weak by HCPs but is crucial for a brand’s success. We use:
- Real-World Benchmark Layer
a. 15,000+ messages rated by HCPs
b. 20M+ HCP interaction data points
c. 130+ behavioral science heuristics applied
d. Multi-tagged by therapeutic area, product type, and message theme - LLM Layer
a. Semantic and tone analysis of messages
b. Predictive scoring of effectiveness, believability, differentiation, and motivation
c. Identification of high-performing structures and message elements - Human-in-the-Loop Layer
a. Experts select messages for optimization
b. Apply therapeutic context and strategic judgment
c. Review and refine AI-generated recommendations
Case Study
A leading immunology brand used BrandImpact to track their promotional & message performance. The output?
A simple recall chart showing which messages were delivered more often in Q4. While it confirmed rep behavior, it offered no guidance on whether this focus was effective.
Using ZoomRx, the same data plotted on the 2×2 framework revealed actionable insights:
- M4, M2, M5: high recall, high effectiveness; continue prioritization.
- M6: moderate-to-high effectiveness, below-average recall; a “hidden gem” needing increased emphasis.
- M3: moderate-to-high recall, low effectiveness; overemphasized by reps but failing to motivate prescribing.
This analysis transformed observational data into a clear roadmap: continue high-performing messages, amplify underutilized but effective messages, and optimize underperforming ones before further promotion.
The case study revealed Message M3’s challenge: strong recall but low effectiveness. BrandImpact stops at this diagnosis, offering no guidance for improvement. ZoomRx’s Message Labs provides the treatment.
How Message Labs Optimizes Messages
Brands can validate optimized messages through agile research as needed. This approach eliminates guesswork, reduces risk, and confirms which message sets work best before full deployment.
The Complete Picture: Additional Metrics for Comprehensive Insight
ZoomRx goes beyond recall and effectiveness, tracking complementary metrics:
- Recall & Stickiness: How well HCPs retain messages across time
- Effectiveness metrics: How HCPs engage with and process content
- Outcome Metrics: Influence on treatment decisions and product perception
- Association Metrics: Whether messages are correctly associated with the brand
Together, these metrics provide a full view of message performance, enabling evidence-based optimization.
Conclusion
In today’s crowded HCP communication environment, measuring recall alone is no longer enough. Recall shows what HCPs remember—but it doesn’t reveal whether messages influence prescribing behavior or drive brand success.
ZoomRx’s Plot → Prompt framework changes the game. By combining Message Recall × Effectiveness with real-world benchmarks and Message Labs optimization, brands gain a clear roadmap to action:
- Prioritize high-impact messages that drive real-world outcomes
- Amplify underutilized “hidden gems” with high effectiveness but low recall
- Refine underperforming messages before full deployment using evidence-based optimization
This integrated approach transforms observational data into strategic intelligence. Brands that leverage ZoomRx’s framework don’t just deliver messages—they optimize for impact, making promotional communications a true competitive advantage.
About ZoomRx
ZoomRx provides pharmaceutical brands with actionable commercial intelligence through advanced analytics, proprietary HCP access, and AI-powered optimization platforms. Learn more at www.zoomrx.com.
Connect with Chitra, Associate Product Manager – Promotional Trackers, to explore how ZoomRx Promotional Effectiveness Tracking (PET) study can elevate your brand’s message performance — Schedule a meeting
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