February 2006
Drug-Store
Based Marketing Gaining Momentum
(Hoffman Estates, Ill., Feb. 9, 2006) – More
than ever, drug-store based promotions of
pharmaceutical products are generating
significant increases in prescription volume and
greater returns on investment than other media
campaigns, reported Rx EDGE®, the leader in
pharmacy-based, direct-to-consumer
pharmaceutical promotion.
“We are seeing an emerging trend in which
pharmaceutical marketers are boosting their
emphasis on patient information and education,
and shifting from television to more targeted,
measurable media,” said Gary Norman, vice
president and business director for Rx EDGE.
According to Norman, retail pharmacies have been
the most underutilized advertising and marketing
channel for prescription drugs today. Yet they
are attractive, cost-effective outlets for
reaching consumers who want to learn about
various conditions and treatment options. He
cited a recent IMS survey showing that the
return on investment for direct-to-consumer
media campaigns was just $2.20 compared with
$6.40 for every dollar invested in Rx EDGE
in-store programs. Matched panel research has
shown that Rx EDGE campaigns deliver an average
prescription lift of nearly 10 percent.
The Rx EDGE network of participating retail
pharmacies now exceeds 17,000. “Today we reach
consumers through retail pharmacies that account
for 30 percent of US prescription volume,” said
Norman. “Further, the drug store has a unique
advantage in educating consumers because a
pharmacist is on hand to answer questions.
According to chain pharmacy consumer studies, 60
percent of drug store customers ask for a
pharmacist’s advice about new drugs.”
Norman added that in-store promotions also are
proving effective in extending the reach of
consumer advertising campaigns by providing
detailed information about specific health
conditions and treatment alternatives.
“Pharmaceutical companies are learning they can
differentiate benefits of their medications very
effectively through in-store promotions,” said
Norman.
“Our experience in a wide variety of therapeutic
categories has shown that Rx EDGE is a
high-impact way to reach consumers when and
where they are most receptive to a brand
message,” he said.
About Rx EDGE
Rx EDGE is a business unit of LeveragePoint
Media, which provides a broad array of
retail-marketing solutions. Through a network of
more than 17,000 US pharmacies, Rx EDGE promotes
pharmaceutical brands with at-shelf and pharmacy
counter information dispensers, counter mats and
other in-store media. The firm’s clients include
several of the leading global pharmaceutical
manufacturers.
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