You know that feeling when your messaging is winning in the market?
Behavioral Science-based messaging is the difference between playing vs. winning the game
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Messages are the essence of a business’s communication strategy and successful brands put a lot of thought into their messaging and how they want to deliver those messages. Message optimization refers to the process of altering the language of messages in a way that maximizes the appeal of the messages among the intended audience.
One cannot undermine the impact messaging can have on a product or brand. Customers make purchase decisions based on a host of value judgments like brand image, performance claims, convenience attributes, price points, social proof, etc. These judgments are shaped not just brand perceptions that customers currently hold but also their reaction to messages to which they are exposed to.
Individuals do not necessarily rely on complex processes to arrive at decisions. Rather, they often use decision shortcuts or “heuristics” to help them choose one option over the other. Heuristics-based messaging leverages this predisposition of the human mind to nudge customers towards making purchase decisions. Talking to the dominant heuristics of the customer can make all brand communications significantly more persuasive and Heuristics-based messaging does exactly that to increase the appeal of brand communications.
Behavioral science is a field of research focused on how humans make decisions and why they behave the way they do. Behavioral science-based messaging speaks to the dominant heuristics of the target customer with the aim of influencing choices and getting the highest degree of message acceptance. It strengthens brand loyalty, has the highest likelihood of being remembered and enhances the persuasion skills of your communication.
Ai applications are gaining traction in almost every field imaginable and message optimization is no different. Ai-based message optimization services are utilizing AI to rework marketing messages to deliver campaigns that promise better email open rates, conversion rates, CTRs, and overall increase the ROI on marketing dollars. Such Ai-based message optimization services leverage their databases of millions of messages to create messaging that resonates with the intended target audience.
Whether it’s undertaking new drug launches or refreshing messaging for established drugs, pharma companies need to share sensitive data, including drug efficacy, side effects and cost through messaging campaigns. When it comes to messaging in medical market research, significant effort is focused around building awareness and educating patients and HCPs of the new treatment method so that they can make an informed decision. Additionally, being a heavily regulated industry, pharma companies must navigate a number of strict HIPAA regulations and FDA laws, ensuring that all messaging abides by these limitations.
Unlike many other industries that can test and optimize messages in-market using A/B testing, the pharmaceutical industry typically tests messages prior to market launch using market research techniques. Medical marketing research plays a very important role in helping pharmaceutical brands optimize their messages before they are launched in campaigns. Using a combination of qualitative and quantitative healthcare marketing research techniques, pharmaceutical brands test messages with physicians, patients and payers on a regular basis, often in multiple rounds of testing.