Testing Aortic Messaging at Congress: 41 Interviews in Germany and Miami
Recruiting and researching at congresses provides the best chance to quickly and efficiently capture a true cross-section of physicians: ideal for Europe.
A manufacturer needed to finalize launch messaging for a new abdominal aortic stent-graft, as well as campaign messaging for its established device and broader aortic portfolio. The same interviews also explored pricing and whether both devices could coexist in the market.
Fieldwork ran at two congresses: LINC in Leipzig and ISET in Miami. Each physician participated in a one-hour structured interview, selecting preferred images, headlines, messages, and reasons to believe for each campaign.
The final sample was 41 physicians: 25 in Europe, mainly from Germany and Italy, and 16 in the US. Most were vascular surgeons or interventional radiologists. Mean time in practice was 15 years in Europe and 14 in the US, with mean annual EVAR volumes of 77 and 42.
The findings were practical. As always, physicians favored short, technical statements and case imagery over lifestyle photos.
Two congresses and a consistent protocol made it possible to reach a broad cross-section of aortic specialists on both sides of the Atlantic within a very limited timeframe.
