Arthritis Websites — Deconstructing the Messages to Identify Strong versus Weak Performers

Abstract

The study shows how the medical marketer can understand the current market and jumpstart creativity through a deconstruction exercise. That is followed by conjoint measurement, which identifies strengths and weaknesses of the deconstructed elements. Text elements were created by deconstructing messages appearing in current websites, thus providing a competitive assessment. Visual elements were taken from appropriate stock photographs. Respondents evaluated short concepts created by systematically varying subsets of text and visual elements dealing with arthritis. On a total panel level, no elements performed very well or very poorly. Greater differentiation and patterns emerged from segmentation based upon the pattern of utility values. Four concept response segments emerged: Segment 1 (interested but not differentiating beyond basic interest), Segment 2 (seeking a healthy life), Segment 3 (seeking a social and support network), and Segment 4 (seeking to treat an actual condition). Segments 3 and 4 both showed strong responses to a variety of text and visual elements. Responses to visual elements were consistent with response patterns to text elements.