1. Advertising agencies need market researchers to provide insights into physicians' knowledge, attitudes, practices, and how to influence their prescribing behavior through an integrated marketing and sales execution plan. 2. The goal is to have relevant brand exposure for physicians just prior to prescribing opportunities by leveraging different promotional activities to magnify the impact of sales representative interactions. 3. Market researchers should help optimize positioning, messaging, sequencing of promotions, and ensure all elements are aligned to maximize the number of message-related exposures to drive brand prescriptions.