From Insight to Impact- Turning Survey Data into Breakthrough Non-Clinical Claims

You Already Know the Power—Now Use It Strategically

“Four out of five dentists recommend Crest to their patients who use toothpaste.”

This well-known marketing statement wasn’t pulled from a clinical study—it was the result of well-designed survey research. And for decades, it anchored Crest’s rise to dominance in the oral care market. The claim delivered instant credibility, built on professional consensus, and positioned Crest as the trusted brand in a crowded category.

It’s a best-in-class example of the power of a non-clinical promotional claim: a simple, data-driven message that shaped public perception and drove market behavior.

In pharma and the healthcare space in general, marketers often default to clinical data as the only credible source of truth. But when properly designed and executed, primary marketing research—particularly survey-based studies—can generate compelling, compliant, and persuasive non-clinical claims that move the market.

‍

What Are Non-Clinical Promotional Claims?

Non-clinical promotional claims communicate what customers, patients, or healthcare providers (HCPs) think, feel, or do in relation to a product—without making direct clinical efficacy or safety claims.

For example:

• “87% of HCPs say Brand X is easy to prescribe.”
• “9 out of 10 patients found Brand Y convenient to use.”
• “94% of oncologists would recommend Brand Z to a colleague.”

These statements don’t speak to outcomes or health benefits. Instead, they shape perception and influence behavior through peer validation, preference, satisfaction, or experience. And because they’re perception-based, they can be developed and deployed faster than clinical claims—often with more flexibility and cost efficiency.

‍

Step One: Start with the Headline

Before drafting a questionnaire or sourcing a sample, take a step back. Ask yourself:

What’s the dream claim? What headline would I love to see on our next ad, leave-behind, or banner campaign?

This is where strategy meets imagination. The best non-clinical claims are:

• Simple (“90% of patients…”)
• Specific (“…found the injection process easy to follow”)
• Relevant (aligned to your brand’s core differentiator)
• Believable (not overreaching or statistically flimsy)

Use this starting point to reverse-engineer your research. You’re not just conducting a survey—you’re building a case.

‍

Research “To Show,” Not Just “To Know”

Traditional primary marketing research is conducted “to know”—to explore perceptions, understand preferences, and inform strategy. But when developing a claim, you’re doing research “to show.” The goal is to produce data that substantiates a public-facing statement. That requires a different level of rigor and intentionality.

‍

Key Differences in Claim-Oriented Survey Design:

1. Sample Size Matters A survey supporting a claim must be large enough to hold weight. A sample of 300+ respondents is ideal for face validity, even if you’re not running statistical tests. More respondents = more credibility.
2. Representative Sampling Don’t just survey your most loyal prescribers or patient champions. Your sample should reflect the broader treatment audience to avoid bias—and to ensure generalizability.
3. Streamlined, Focused Questionnaires This is not the place to squeeze in 25 exploratory questions. Limit the scope to the variables that support your intended claim. Brevity improves response quality and regulatory clarity.
4. Transparent Methodology The methodology should be disclosed—typically in a footnote—when the claim is used in promotional materials. Who was surveyed? What was the question? When was it fielded?

‍

Stay on the Right Side of the FDA

Even though non-clinical claims aren’t tied to clinical outcomes, they are still subject to US Food and Drug Administration (FDA) oversight. The FDA’s Office of Prescription Drug Promotion (OPDP) has the authority to challenge any claim that appears false, misleading, or unsubstantiated.

Here are several ways to stay aligned:

• Consistency with Labeling: Claims must fall within, or be consistent with, the product’s approved labeling. Even perception-based language can imply off-label use if not handled carefully.
• Avoid Overgeneralization: “Most patients” isn’t enough. Support it with specifics: “270 out of 300 patients (90%) in a survey said Brand X was easy to use.”
• Disclose Your Data: If you use a general headline (“Most doctors recommend…”), you must include the actual numbers and methodology nearby.
• No Cherry-Picking: If your survey covered ten attributes and only two showed favorability, you need to be prepared to explain the full data set if challenged. Transparency prevents accusations of bias.
• Comparative Claims Require Head-to-Head Data: You can’t say your product is “more convenient” or “preferred” unless you directly compared it to competitors in the same study, with proper controls.
• No Disparagement: Even subtly undermining another FDA-approved product can trigger regulatory or competitive backlash. Focus on elevating your brand—not tearing others down.

‍

Real-World Impact: Turning Satisfaction into a Competitive Edge

A respiratory brand facing increased competition in the COPD space needed to fortify its value proposition beyond just clinical data. The product had strong adherence metrics, but internal research suggested that patients were struggling to articulate what made the experience feel better or easier.

Rather than conducting another clinical sub-study, the team commissioned a satisfaction survey inclusive of current users. One of the key questions in the survey was:

“How satisfied are you with the ease of use of [Brand X] compared to other inhalers you’ve tried?”

The result? 92% of patients reported that [Brand X] was easier to use than their previous inhaler.

That data point became a central message in the brand’s next DTC campaign:

“9 out of 10 patients found [Brand X] easier to use than their previous inhaler.”

Not only was it FDA-compliant, since it reflected patient-reported perception and did not make a clinical comparison—it also humanized the experience of the treatment. The claim resonated with both patients and prescribers, positioning the brand as the intuitive, real-life choice.

The lesson: you don’t need a new study to tell an old story. Sometimes, the real differentiator is how patients feel—and if you can quantify that experience, you can own the conversation.

‍

Unbranded Campaigns? Absolutely.

Survey-based claims aren’t just for branded assets. They’re also highly effective in unbranded or disease awareness campaigns.

Take Apellis, for example. In a recent unbranded educational effort that appeared on social media, the company used survey data to highlight an unmet patient need:

“83% of patients wish, at the time of diagnosis, they understood the irreversible impact Geographic Atrophy would have on their vision.”

This kind of insight-led messaging builds urgency and frames the market conversation—long before a product is ever mentioned.

‍

A Strategic Opportunity for Marketers

Developing non-clinical claims through primary survey research remains an underutilized lever in healthcare marketing. It’s faster and more cost-effective than generating clinical data—and when done correctly, it’s just as powerful.

But success requires:

• A clear strategic vision
• A methodologically sound research approach
• Fluency in FDA expectations
• A partner who understands both marketing and compliance

The result? Messaging that breaks through noise, builds trust, and drives behavior.

‍

Final Word: Think Like Crest

Crest didn’t win market share with a new molecule—it won with a message. “4 out of 5 dentists recommend…” was more than a line. It established reputation.

In the same way, healthcare brands today have the opportunity to claim their value—not just clinically, but perceptually.

Use research not just to understand your market—but to show it something worth remembering.

‍