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Marketing Asset Testing · A Sagan Agents Application
 

Convert Every Touchpoint with Your Audience into Adoption and Uptake.

Marketing Asset Testing (MAT) is ZoomRx's always-on pharma marketing asset testing application  empowering pharma brand teams to test every asset, for every channel, for every audience segment: fast, cost-effective and evidence-led. More decisions, and more precision, per dollar.
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100
+

Leading Biopharma Companies Trust ZoomRx

65
K+
Proprietary HCP panel members
700
M+
Real-world benchmark datapoints
15
+
Years of Life sciences research expertise

Where Traditional Pharma Marketing Testing Falls Short 

Most pharma brand teams test assets once, late, and out of context. Research runs for weeks, and by the time results land the campaign is nearly live. Direction is locked, and feedback can do little more than change the words.
Testing Is a Single Pass, Not a Cycle

Each asset gets one test, and whatever scores best is what ships. There is no round two to sharpen the winner, no chance to learn from what fell short and try again. Iteration is how assets get strong, and traditional research leaves no room for it. The result is validated, not optimized.

Every Study Starts From Zero

Each test is briefed, designed and built as if the last one never happened, and ends as a static deck on the shelf. Learning does not carry forward, and every question costs as much as the first.

Assets Are Tested Out of Context

Pharma marketing assets are evaluated as text on a screen, not as the email, banner, CVA page or 30-second spot an HCP actually encounters. What wins in the survey loses in the channel, and the program underperforms.

MAT

Marketing Asset Testing

One Application. Creates the Asset. Tests It. Learns After Launch.
It allows brand teams to

Test Smart

Test fast

Test More

One Continuous Loop. Test Every Asset. Test for Every Channel.

MAT Loop Updated

Intelligence

Know Before You Ask
AHAs Gaps White space Brief

 

Analyze the brand's research archive to surface the "aha" insights buried across studies and identify insight gaps. Each test begins with cited hypotheses, so research targets the unknown.

Iterate

Built It Before You Test It
Message Labs Image Labs Video Labs

 

Generate and sharpen messages, concepts, claims,  concepts etc., in one stroke. Create variants to test your strategy and hypothesis before can commit.

Validate

Test in Minutes or Days
Real HCPs Synthetic audiences Tradeoff exercises Scenario planning Unique questions

 

Field to real  HCPs, synthetic audiences, or a blend — results in few hours or a few days, depending on your audience. Use the results to validate your hypotheses.

Learn

Answers, Not Data Dumps
Instant report Conversational Q&A Post-launch listening

 

Actionable findings the moment field closes. A conversational layer answers follow-up questions and traces every insight to its source. Application continues to learn from every research and tracking report and briefs the next research.

 

Assets MAT Can Create and Test

Message
Messages
Claims
Claims
Positioning (1)
Positioning
Emails
Emails
Banners
Banners
Rep aids
Rep Aids
Concepts
Concepts
Campaigns
Campaigns
Video ads
TV/Video Ads
Logos
Logos
Social Media (1)
Social Media
Direct Mail
Direct Mail Media

Test Earlier. Decide Faster. Optimize Continuously.

Don't commit a production cycle to a guess.

A/B test the message, concept, or ad cut variants with your real target audience before production. Choice-based methods show what HCPs do, not just what they say.

Validate while developing the asset.

Design, build, and field in one AI-native flow - results in days with real HCPs, minutes with synthetic respondents. Purpose-built for HCP communications testing at every stage of development.

Never test a known answer.

Competitive intelligence reads past research and competitor promotion first to uncover AHAs and insight gaps. The new test covers only open questions.

Not a synthetic black box.

A proprietary HCP panel with humans in the loop - not an evaluate-only, synthetic-only tool.

A stronger signal than a rating grid.

Behavioral research methods: MaxDiff, conjoint, pairwise, flash-recall, scroll tests measure memory, attention, and trade-offs.

Every test makes the next one smarter.

A closed loop plus post-launch learning and listening. The gap between predicted and observed becomes the next brief.

How MAT works for your brand

MAT is a 12-month subscription for one brand. It includes about six real-HCP PMR cycles, and you decide how to use them. Run studies in parallel ahead of a launch, back to back when decisions stack up, or spread them out across the year. Need more? Additional cycles run through the platform at a subsidized rate. Alongside that, you get unlimited synthetic testing to tailor each asset by channel, segment and sequence.
MAT flow diagram

Most options cover one step. MAT covers the whole path.

From your past research to a tested asset in every channel: here is how each alternative compares.
Group 41006
Marketing Asset Testing

ZoomRx,
on Sagan Agents
Group 41005 (1)
Traditional research firms

Ipsos, Kantar, Hall & Partners, Newristics
Group 41005 (1)
Consumer ad-testing platforms

Kantar LINK AI, System1, Zappi
Group 41005 (1)
Synthetic Aud.
start-ups

Synthio Labs, Swoop PIPER, Simile AI
Group 41005 (1)
Survey platforms & HCP panels

Konovo,
Sermo
Group 41005 (1)
Data companies & consultancies

IQVIA, Trinity Life Sciences

Best at

Synthetic and real in one application, every asset type

Pharma credibility and norm databases

Fast, low-cost ad pre-tests

Persona conversations that demo well

Fast build and fielding, large audiences

Deep data assets, pharma digital twins

Time to results

3 to 5 days setup; 3 days to 2 weeks fielding; Next-day results

8 to 12 weeks

Days

Near-instant

Days to weeks

Weeks to months

Pharma / HCP message norms

Yes

Yes

No
(consumer norms only)

No

No

No

In-house HCP Panel

Yes

Partly
(Often third-party panels)

No

No

Yes

Partly
(HCP data, not a panel)

Synthetic audience

Yes

Partly
(Early pilots)

Partly
(AI prediction, not personas)

Yes

No

Partly
(One-off twins)

MaxDiff, conjoint and trade-offs

Yes

Yes

No

No

Partly
(Can field, you design and analyze)

Yes
(In Consulting projects)

Which claim, for which specialty, in what order

Yes

Partly
(One channel-agnostic list)

No

No

No

No

Channel, segment and sequence in one study

Yes

No
(Each needs a new study)

No

No

No

No

Iterate between fieldings

Yes

No

Partly
(Fast re-tests)

Partly
(No real findings to compare)

No

No

Complete Commercial Intelligence

Combine MAT with ZoomRx's broader tracking suite for full market visibility.

Promotional Effectiveness Tracking (PET)

Measure the real-world impact of the assets MAT helped you optimize — connecting tested creative to actual prescribing behavior.

Learn more
HCP-Patient
Conversations
The same conversation data that feeds MAT's Intelligence module, available as a standalone offering for messaging pull-through analysis.

 

Learn more
Brand Tracking (ATU)

Track brand perception alongside asset performance — understand whether optimized creative is moving awareness, trial, and usage metrics.

Learn more

Explore Insights

SLE-Treatment-unmet-needs
Five Key Unmet Needs in Lupus Treatment
read more
blog
How Shared Clinical Decision-Making Is Changing Pediatric Vaccine Conversations—And What Manufacturers Must Do
read more
Oncology (1)
Oncology Manufacturer Perception Rankings 2025: Which Companies Control the "Awareness Wall"?
read more

CTA

Launch With Confidence. Not a Hunch

MAT is built for marketing asset testing for pharma brand teams ready to move from guesswork to proof. See pharma message testing with real HCPs in practice - your asset, your audience, your results in a single session.

From brief to validated winner: pharma concept testing in days, not weeks.

Get in touch

Frequently Asked Questions

What is marketing asset testing (MAT) in pharma?

Marketing asset testing (MAT) in pharma is the practice of optimizing and testing messages, claims, concepts, and creative asset variants such as emails, banners, rep aids, and TV ads with real HCP or patient audiences before production commitments are made. MAT builds the asset, gathers pre-test competitive intelligence, iterates with synthetic audiences, runs the test, and delivers actionable insights in days rather than weeks.

How does MAT differ from traditional pharma message testing?

Traditional pharma message testing validates creative only after production is nearly complete, when direction is already locked. MAT moves testing upstream: it tests messages and concepts while they are still hypotheses, using behavioral research methods (MaxDiff, conjoint, pairwise, flash-recall, scroll tests) and a proprietary HCP panel, so production investment is committed only to the winning direction.

What types of pharma marketing assets can MAT create and test?

MAT can create and test the full spectrum of pharma promotional assets - messages, claims, positioning, emails, banners, rep aids, concepts, campaigns, TV and video ads, and logos. As a pharma digital asset testing platform, its three creative labs - Message Labs, Image Labs, and Video Labs cover everything from copy through finished video.

Does MAT use real HCPs or synthetic respondents?

MAT is backed by a 65,000+ proprietary HCP panel. Teams can field to real HCP audiences or synthetic respondents depending on the decision at hand and the stakes at play. Synthetic respondents deliver results in minutes; real HCPs deliver results in days. MAT is not a synthetic-only tool, humans are always in the loop during decision making, and every insight is traceable to its source.

How does MAT gather competitive intelligence before testing?

MAT's Intelligence module reads past pharma communications research, competitor promotional channels, and social signals before any question is asked. It surfaces unmet needs and white space, classifying each theme as Hidden Gem, Unoccupied, Reframe, or Owned, and hands the user an intelligence report and a research brief. New research covers only open questions, not already-known answers.

How long does a pharma concept testing study take with MAT?

MAT delivers pharma concept testing results in minutes to days, not weeks or months. Synthetic respondents return directional findings in minutes; real HCP audiences return results in days. The end-to-end flow - gathering intelligence, developing hypotheses, generating the asset, designing and fielding the test, and converting data into actionable findings, runs as one continuous loop with no re-uploads or handoffs between tools.

What research methods does MAT use to measure asset performance?

MAT uses behavioral, choice-based measurement methods including sentiment analysis, MaxDiff, conjoint analysis, pairwise comparison, flash-recall, and scroll tests that measure memory, attention, emotional association, and trade-offs connected to everyday HCP behavior. This produces a stronger signal of what HCPs will actually do, not just what they report they prefer.

What happens after a pharma marketing asset is launched with MAT?

After launch, MAT continues to function as a Marketing Asset Optimizer and Communication Optimizer - learning from in-market tracking reports and comparing predicted versus observed performance. The gap automatically becomes the brief for the next test. Intelligence compounds with each campaign rather than resetting, ensuring every promotional asset testing cycle builds on the last.