September 2008
Retail Pharmacy Promotions Deliver Powerful Results for Pharmaceutical Marketers
Return on investment significantly exceeds that of other DTC marketing vehicles
(Hoffman Estates, IL., September, 17 2008) – Rx EDGE released the results of its most recent matched panel research, which demonstrates the continuing effectiveness of retail pharmacy-based marketing efforts. Programs delivered at the pharmacy shelf and counter result in an average 11.9% sales lift across 40 therapeutic categories measured in drug, supermarket, and mass outlets. Results are determined using matched-panel research conducted by Retail Intelligence, Inc., measuring actual script volume lift.
Pharmaceutical marketers have on average recouped $7.12 for every dollar invested in the Rx EDGE pharmacy program, which is a dramatically higher return than most other direct-to-consumer vehicles. According to a recent IMS Health study of DTC’s return on investment, the median ROI of DTC campaigns (including television and print) among the top 25 spending DTC brands studied was $2.04 for every dollar invested.1
“The outstanding results we’ve seen year after year prove that retail pharmacy efforts are continuing to reach the right consumers with meaningful and actionable messages,” said Gary Norman, executive vice president and general manager for Rx EDGE. “Marketers can make a significant connection with current and prospective patients by taking advantage of in-store marketing opportunities. Most of our shelf dispensers are placed next to or near the OTC products that address similar health concerns. This
means they’re seen by a receptive, motivated audience.” Take-one inserts contained in the Rx EDGE shelf and counter dispensers communicate information about the product and the disease state, promote patient-physician-pharmacist dialogue, and in many cases also deliver trial offers and coupons.”
Norman added that in an environment in which pharmaceutical television ads are under increasing regulatory and legislative scrutiny, marketers can count on in-store marketing for educational impact and to build brand awareness.
About Rx EDGE
Rx EDGE is a business unit of LeveragePoint Media, which provides a broad array of retail marketing solutions. Through its nationwide network of retail pharmacies, Rx EDGE promotes pharmaceutical brands with at-shelf dispensers, counter displays, and other in-store media including point-of-sale messaging. The firm’s clients include several of the leading global pharmaceutical manufacturers.
1 2008 IMS Study, n=25 top advertising brands in 2006-2007
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