A Simple Question That Changes the Way We Think About Promotions Testing

The Assumption We All Make

In HCP promotions research—whether message testing or visual aid evaluation—there’s one simple question I’ve begun to ask that consistently yields powerful insight:

"After reviewing this product profile, message set or IVA, how much time would you realistically grant a sales representative or medical science liaison to sit down and talk with you about this product? Why?"

We’ve long operated under the assumption that a sales representative or MSL has, at most, 2–5 minutes with a healthcare professional. This assumption drives how we develop our messages, structure our visual aids, and shape the entire rep-delivered engagement.

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But Is That Always True?

In crowded therapeutic categories with little differentiation, physicians may say, "I don’t have time." Or "I'll review the literature myself." And they mean it.

But when a new product addresses a high unmet need, introduces a novel mechanism of action, or represents a meaningful advance in care, the calculus changes. I've spoken with HCPs who say they would dedicate 30–45 minutes to sit down with a rep—and even invite colleagues—because they recognize the need for a deeper understanding.

This is especially true of nurses and nurse navigators, who often take the lead in patient education. One nurse recently told me, “I actually want to sit down for 30-45 minutes to walk through the data and details—because we’re the ones who explain this to patients and their caregivers every day.”

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What This Means for Promotions Testing

Promotions testing should not just assess comprehension or believability—it should probe appetite.

Not just:

"Do you see reps?" But also: "How much time would you dedicate to learning more about this product, based on what you’ve just seen?"

That single question helps distinguish between low-interest and high-interest therapies—and allows us to plan materials accordingly.

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Designing for the Reality, Not the Myth

When you know your audience is primed to engage more deeply, you can design materials that reward that engagement—with richer content, layered storytelling, or multi-stakeholder formats.

Conversely, when time is tight, marketers need to focus ruthlessly on what must be communicated in 90 seconds or less.

In a market where attention is scarce, understanding when it isn't is a strategic advantage.

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One Final Thought

As we evaluate our promotional materials, let’s stop designing exclusively for the 5-minute detail—and start asking:

What if they actually want 30?

Because sometimes, they do.

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