Key messaging in PR tied to prescription sales

The Jack Felton Golden Ruler of Measurement Award was won today by Porter Novelli on behalf of their client Watson Pharmaceuticals. It's an interesting case study that you can read here . The cliff notes version is that Porter Novelli did a detailed content analysis of four years worth of media coverage of Oxytrol and what they found was that communication of key message was a key driver of both patient visits and prescription sale. They also found that articles that contained key messages were six times more likely to be positive. What was neat was they tested individual messages against purchase behavior and found, not surprisingly that some messages, although they got the most visibility, had, in fact, very little impact on sales.