Our background
INNOVATING FOR PHARMACEUTICAL COMPANIES
Françoise Chetochine - Directrice de Chetochine Santé
The agency was created in 1967 by Françoise and Georges Chetochine. At the very beginning, both these Paris IX Dauphine lecturers focus their work on qualitative studies to bring information to the pharmaceutical companies about doctors’, patients’ and more generally consumers’ needs and expectations. They use the classic techniques of round tables, face-to-face interviews.
Georges Chetochine - Directeur de Chetochine Consumer
Soon they notice that there is a great difference between what the doctors and patients say through their attitudes and what they do through their behaviours. In order to resolve this issue, they set new investigation tools enabling them to link attitudes and behaviours.They are the first ones to use the video in focus groups to decode the consistencies and discrepancies between the interviewees’ speech and body language.
They invent the ‘5 minutes to convince’ technique which combines the declarative and the reactions to stimuli brought up by injected topics. In order to control the pitches’ quality, they have the idea of filming the Rep’ while on a call, then interviewing the doctor with regards to the video made out of it. They just invented the BEA technique which will be taken up by most of the investigations’ agencies under different other names. At the chimist’s they film consumers then conduct an interview with regards to the video made out of it. They are the first in the world to set the basis of ‘in vivo’ consumers’ investigation techniques.
Through their researches for pharmaceutical companies, they notice the great difficulties that sales forces, marketing, product managers encounter when sending a message through to the doctor or other targets and to instil it permanently in his memory. They have a passion for anything that involves active communication and discover the laws of impact. They explore all different means to set a message in the doctor’s, chemist’s or vet’s memory and that will come up to the surface when prescribing the drug.
They study the impact of words, gestures, and voice tone during the medical call and communication in general. More globally, they formulate the concepts of ‘virus idea’, the idea that goes through the doctor’s memory, of the brand’s ‘cause’ and of the pharmaceutical company’s ‘fight’, which are the elements that enable to position the message. They search in the emotional theories the reasons how a brand is memorized. Naturally these researches leads the agency to open a training department. Programmes based on the principle of impact are created for marketing, management, sales force training, personal development, etc.
