How Message Resonance Score™ helps identify the messages most likely to influence healthcare professionals and shape brand strategy.

Brand planning season is underway. Across the pharmaceutical industry, brand and strategy teams, alongside their Agency partners, are refining plans, allocating budgets, and deciding which stories their brands will tell in 2027. Those decisions are typically informed by a combination of market research, historical performance, stakeholder feedback, and commercial priorities.

While these inputs remain valuable, they do not always answer the question that sits at the centre of every brand plan: Which messages are most likely to influence HCPs?

That distinction is becoming increasingly important. HCPs  are operating in an environment defined by information overload. New clinical evidence, congress presentations, peer discussions, treatment updates, digital content, and promotional communications are all competing for attention. As a result, visibility alone is no longer enough. A message can achieve substantial reach without changing perceptions or influencing behavior. It can appear consistently across channels and campaigns yet fail to become meaningful to its intended audience. Conversely, a message that addresses a genuine clinical concern, highlights an unmet need, or offers a new perspective on treatment decisions can gain traction far beyond its initial exposure.

The difference is resonance.

Looking Beyond Reach and Recall

Traditional message measurement focuses largely on awareness, recall, and exposure. This intelligence help brands understand whether messages have been delivered and remembered. What they do not fully reveal is whether those messages are shaping perceptions, influencing clinical thinking, or becoming part of the broader conversation within a therapeutic area. For Pharma and Agencies making critical messaging and investment decisions, that missing layer of insight can be significant. Understanding which messages are genuinely connecting with HCPs provides a stronger foundation for prioritization than understanding which messages have simply been seen.

Introducing Message Resonance Score™

Message Resonance Score™ accessible within DrugVoice was developed to measure the extent to which specific messages are resonating with healthcare professionals.

Rather than focusing solely on exposure, Message Resonance Score™ helps identify which clinical narratives, value propositions, and treatment discussions are gaining meaningful traction within the market. It provides intelligence and evidence into the messages that are influencing how HCPs think, engage, and discuss important topics within their therapeutic area.

For brand, strategy, insights, commercial, and client teams, this creates a clearer view of which messages deserve greater investment, which may require refinement, and where the greatest opportunities for impact exist.

A More Informed Approach to 2027 Planning

Every brand team and Agency partner enters planning season with more potential messages than it can realistically support. Resources, attention, and channel capacity are finite, making prioritization one of the most important strategic decisions of the year.

By incorporating message resonance into planning, brands can:

• Identify narratives that are already building momentum among Healthcare Professionals.
• Focus investment on messages with the greatest potential to influence perceptions.
• Uncover opportunities to differentiate from competitors.
• Align content strategies around topics that matter most to their audience.
• Support strategic recommendations with objective evidence rather than assumption alone.
• Track how message priorities evolve as new evidence and market dynamics emerge.

The result is a more evidence-based approach to message selection and resource allocation.

The Brands That Win Are Not Always the Loudest

The most successful brands are rarely those communicating the highest volume of messages. More often, they are the brands delivering the most relevant messages at the moments when HCPs are most receptive to them.

As planning for 2027 accelerates, understanding message resonance can help organisations move beyond assumptions and make messaging decisions with greater confidence. Because the objective of brand planning is not simply deciding what a brand wants to say. It is understanding which messages healthcare professionals are most likely to hear, remember, and act upon.

Message Resonance Score™ provides an evidence based way to uncover those opportunities and build a messaging strategy around what is genuinely resonating within the market. Want to understand which messages are gaining traction in your therapeutic area?

Get in touch to learn how Message Resonance Score™ can support your 2027 brand planning process and help your teams prioritise the messages most likely to resonate with HCPs.