The importance of the visual aid can't be underestimated: Pharmaceutical sales representatives have one shot to capitalize on their limited time with physicians. Otherwise, years of development and investment in a new drug can be compromised at the onset.

IDDEA optimization takes the guesswork out of the visual aid content development and design process. The goal is to make the product positioning relevant and efficiently convey critical information that leads to physician recommendations. To accomplish this, marketers simply develop creative alternatives to the various key elements of the piece. Next, the technology vets the entire space with a physician panel and finds the best execution.

Establishing the best approach quantitatively and through target physicians leads to consensus and confidence within the product team. This assures a smoother and faster design process with a more effective result.