April 2004
Retail
Pharmacy Highlighted as Effective DTC Marketing
Tool at National Conference
Rx EDGE VP Gary Norman featured panelist at DTC
National
Tuesday, March 30th, at the DTC National
Conference, held in Boston, the discussion
centered on alternative media vehicles for
pharmaceutical marketing. In an environment
where broadcast and print dominate DTC spending,
the retail pharmacy was viewed as a highly
effective and often overlooked vehicle to
educate targeted consumers about specific
conditions and prescription remedies.
"The industry has a need for more efficient
mediums," Gary noted during the panel session,
"and in-store programs are measurable and have a
strong ROI in addition to being a great vehicle
for generating awareness."
Norman was one of several industry experts who
participated in the panel discussions. The
annual conference is attended by over 400
pharmaceutical marketing and industry executives
and is focused on the marketing issues and
challenges involved in DTC.
Rob Blazek, Manager, Patient Intervention
Programs at CVS/pharmacy® noted a 12-15%
increase in DTC marketing in the past year, a
sign that in-store DTC marketing is quickly
becoming an essential part of pharma company's
marketing mix and a more familiar and accepted
advertising vehicle in-store.
About Rx EDGE®
Rx EDGE is an in-store marketing program with a
nationwide network of more than 20,000 retail
pharmacies. Rx EDGE generates immediate
awareness of prescription alternatives at the
over-the-counter remedy location. With a proven
track record, the Rx EDGE program provides an
average ROI of $5 per $1 spent.
Promo Edge Co., Hoffman Estates, Ill., a
subsidiary of Menasha Corporation, provides a
broad array of in-store promotional solutions
including at-shelf innovations and network
programs. Clients include Merck, Pfizer, Eli
Lilly, Pepsi, Kraft Foods, Con Agra Foods, and
Nestle, among others. Promo Edge can be reached
at 1-800-783-7171 or
www.promoedge.com.
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