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The Pharma Marketing Glossary
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Moment of Truth (MOT)

Similar or Alternative Terms Meaning the Same Thing First Moment of Truth (FMOT)
Related Term(s) Second Moment of Truth, Third Moment of Truth, Zero Moment of Truth (ZMOT)


The term "Moment of Truth" (MOT) or "First Moment of Truth" (commonly called FMOT) was coined by Procter & Gamble in 2005 to define the first interaction between a shopper and a product on a store's shelf. This moment was considered one of the most important marketing opportunities for a brand, as P&G asserted -- and others believed -- that shoppers make up their mind about a product in the first few seconds after they encounter that product for the first time.

This consumer-packaged goods term has been used by pharmaceutical marketers even though consumers are not confronted with Rx drug products "on a store's shelf." Therefore, a nuanced definition is needed. Perhaps it's the moment when the doctor informs a consumer/patient that he/she should be prescribed the drug. But, most of the time, patients have already learned of the drug via advertising and demand a prescription.

Perhaps the term is better applied to physicians as when they first interact with a pharma sales rep about an Rx product and are asked if they would prescribe the drug to their patients.

There are several variations of this term:

  • Second Moment of Truth - also coined by P&G
  • Third Moment of Truth
  • Zero Moment of Truth (ZMOT) - coined by Google
  • BSMOT - coined by PharmaGuy: Can you guess the meaning?

Where to find more information:

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