OptiDiff™

SRI’s OptiDiff™ Message Testing & Bundling is a sophisticated solution that combines MaxDiff and TURF analytical approaches to evaluate and optimize pharmaceutical messaging. It uses an innovative MaxDiff modeling technique, blending Adaptive and Anchored MaxDiff, to create Message Impact scores that better reflect real-world perceptions and motivation to prescribe.

The platform can handle testing of up to 40 messages, with a client-friendly dashboard allowing easy evaluation of customizable message bundles and benchmarks on key metrics like believability, clarity, and relevance. It includes Click-and-Highlight™ technology that captures respondents' positive and negative reactions to specific message components, supporting precise quantitative message optimization. Beyond individual message evaluation, OptiDiff™ provides insights into ideal message bundles and message flow, helping prioritize the most motivating message combinations, especially when time with HCPs is limited.

Complementing this, audio recording of open-ended responses and eye-tracking technology add another layer of understanding by showing which message components attract the most attention. This approach is usually combined with SRI’s Messagecraft qualitative research offering to gain deeper insights.