If you're in #branding, #marketing or #publicrelations, then you will definitely be interested in Perceived Efficacy.
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What is Perceived Efficacy? Well, it's best understood in opposition to Clinical Efficacy, which is the scientific measure of how well a treatment succeeds in achieving its aim.
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Perceived Efficacy is the non-scientific measure of how well people perceive a treatment to succeed in achieving its aim.
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An example of Perceived Efficacy is our choice of COVID-19 vaccines. For example, why did some people choose Pfizer-BioNTech's mRNA vaccine over Moderna's mRNA vaccine?
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Maybe because they read positive news stories about a successful trial of Pfizer-BioNTech's mRNA vaccine... Or maybe (for example) because they read negative news stories about a side-effect caused by Moderna's mRNA vaccine...
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Perceived Efficacy is utilized by marketers to skew the public's perception of a brand or product - for good and bad.
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