This calls for a fundamental shift in the targeting strategy (from which the messaging strategy will immediately benefit).
The Unspoken Assumption
The Bang and the Buck
All targeting techniques currently deployed by the pharmaceutical marketing industry make the same assumption that the bang (return) has to come from where we spend the buck (investment).
Why should the bang come exactly from where the buck is spent?
The return associated with the investment of one physician may not come from that physician but from another physician downstream.
Targeting Paradigm Shift in Order
Leverage the fact that a physician does not operate in a vacuum but interacts with other physicians on a daily basis.
Leverage Message Amplification
Principle: The fact that you hear a message from different sources leads you to believe the message is really true
Irony: It may all be coming from the source.