August 2005
DTC Marketers
Maximize Results with Rx EDGE®
Latest research shows in-pharmacy program
provides nearly 3 times the return of other
marketing vehicles
(Hoffman Estates, Ill., August 19, 2005)
– Rx EDGE®, a business unit of LeveragePoint
Media, released the results of its latest
matched panel research, which shows the at-shelf
and at-counter program results in an average 9.4
percent sales lift across all branded promotions
in drug, supermarket and mass outlets. Both
high- and low-volume categories respond well,
many with double-digit percentage sales
increases. Direct-to-consumer marketers have on
average recouped $6 for every dollar invested in
the in-pharmacy marketing program — a
dramatically higher return than most other
advertising vehicles. According to a recent IMS
survey of 64 recent DTC campaigns (including TV
and print), the median return on investment was
$2.20 for every dollar invested.1
“We know that return on investment is a key
measurement of success when evaluating DTC
initiatives,” says Gary Norman, vice president
and business director, Rx EDGE. “Rx EDGE enables
its pharmaceutical marketing clients to evaluate
the impact of their promotional campaigns. The
sales lift data we provide from matched-panel
research forms the foundation for analyzing
overall return.”
This detailed research information is extremely
valuable as DTC marketers look for ways to
maximize reach and have more direct contact with
consumers. “As brands move away from mass
television toward more integrated brand
communication efforts, they see the value of
promoting in the in-store environment,” Norman
says. “The trend we have seen with the growth of
the Rx EDGE program is more targeted marketing
to specific audiences, with the goal of
educating and informing consumers.”
Many of the pharmaceutical marketing campaigns
launched in the past decade were focused on
reaching those patients who were already
diagnosed with a specific condition. The
marketing trend emerging is a shift to trial
generation. Marketers are seeking ways to
motivate the undiagnosed and untreated, which
represent more than 50 percent of sufferers in
many larger categories.
Astute pharmaceutical marketers are realizing
they can extend the reach and value of their
advertising campaigns with in-store promotions
that give consumers detailed information about
specific health conditions and treatment
alternatives.
“Because of its location at the over-the-counter
remedy, the Rx EDGE shelf program is an ideal
vehicle to reach target consumers and give them
the information they need to consult with their
physician,” states Norman. “In addition, the
format provides the necessary space to describe
a health condition and explain the
pharmaceutical remedy.”
With a network of more than 17,000 pharmacies
nationwide, Rx EDGE promotes pharmaceutical
brands with a variety of at-shelf dispensers,
counter displays, counter mats and other
in-store media.
Rx EDGE is a business unit of LeveragePoint
Media, Hoffman Estates, Ill. Rx EDGE clients
include Merck, Eli Lilly, Procter & Gamble
Pharmaceuticals and TAP among others.
For more information, visit Booth 1921 at the
NACDS Pharmacy & Technology Conference, San
Diego Convention Center, San Diego, Calif.,
August 27-31, 2005.
1
Pharmaceutical Executive, May 2005, “Spend
Trends” Special Report |
