Rx EDGE. Best Practices. Solutions at the Shelf programs from Rx EDGE. Pharmacy Networks. White Paper

Transcription

1 Rx EDGE Best Practices Solutions at the Shelf programs from Rx EDGE White Paper

2 Get the most from your Rx EDGE Solutions at the Shelf program Quantifiable, measurable, actionable these are words not often associated with many consumer marketing vehicles for pharmaceutical brands. Yet with our focus on achieving results, Rx EDGE delivers in all of these critical areas. We use a complete account-service approach with all of our clients, combining our extensive industry knowledge with strengths in retail pharmacy program planning, development, production, and execution. We understand the value of the pharmacy channel as not only a growing healthcare destination, but also as a media platform for patient engagement. Through our work with 138 pharmaceutical brands encompassing 70 different therapeutic categories and more than 60 manufacturers, we have gained considerable insights about targeting, messaging, measurement, and design. In this white paper, we highlight some of those insights with the goal of helping you create the best possible in-store pharmacy program for your brand. Rx EDGE 1

3 Contents Pages About Solutions at the Shelf 3 Targeting Tools in the Pharmacy: More 4 Resources Available Than You Think Digital, Social, Offline and In-Store: 5-7 Apply Consistent Brand Messaging Across Multiple Channels The Measurement Plan 8 Creative Considerations for the 9 In-Store Environment Rx EDGE 2

4 About Solutions at the Shelf Healthcare in the United States continues to evolve, as well as the way health information is accessed. Patients now seek out information about conditions and treatments from multiple sources in an effort to be better informed and communicate effectively with their healthcare providers. Reaching the right consumer when healthcare solutions are being sought is an important step in creating a wellinformed patient. With prominent information dispensers placed at the shelf in targeted OTC and personal care sections, Solutions at the Shelf programs reach prospective patients at the Mindset Moment when consumers attention is on their health or health care and they have a need in the form of symptoms, general concerns, or a current known condition. The take-one inserts contained in the dispensers deliver information that: Raises disease awareness Educates consumers about treatment options Motivates patients to contact their physicians and engage in a more effective dialogue about health concerns Increases the likelihood that patients will seek and receive appropriate care The Mindset Moment Marketers use our Solutions at the Shelf programs to address goals related to brand awareness, patient acquisition, and disease state education. A large and diverse network of retail pharmacies allows brands to execute programs in the geographic markets that fit their strategy and utilize appropriate sections of the store to reach their prospective patients. Rx EDGE 3

5 Targeting Tools in the Pharmacy: More Resources Available Than You Think! To build a solid foundation for your in-store program, it s important to identify the best markets as well as the optimal store-section location. Using extensive data sources, we build a customized program that will ensure that your brand message reaches the most relevant audience. In most cases, a two-step process is used: first, select the overall markets, and secondly, determine the optimal store location. Identifying and Reaching the Right Audience in the Pharmacy A Two-Step Process 1 MARKET SELECTION CRITERIA Online health condition search (Google Trends) Designated market areas Managed care coverage Brand and category development indices Sales representative coverage sales regions Prescribing area indices Product distribution Specified retailers Ethnic audience presence 2 IN-STORE LOCATION SELECTION CRITERIA Demographic profile Adjacency to related OTC/personal care item Comorbidities Correlation to: o Products that treat secondary symptoms o First-line of treatment products Shopper traffic volume Rx EDGE 4

6 Targeting Tools Markets We will work with you to choose markets based on the characteristics that best fit your brand strategy and objectives. For example: Is managed care coverage an important consideration? Do you want to focus on markets where the therapeutic category is well-entrenched, or areas with more upside opportunity for category development? Are there certain Designated Market Areas that must be covered? Do you want to focus primarily on the major drugstore chains and/or independent pharmacies? Take advantage of all the tools we have available in our targeting tool kit. Our relationships with key drugstore retailers, for example, enable us to examine certain prescription and OTC data in specific markets, which leads to more effective targeting based on brand/category indices. Store Section Once the broad markets and the retailers within those markets have been established, the next step is to determine the optimal section of the store for placement of a Solutions at the Shelf information dispenser. The store-section decision is often based on the presence of an associated OTC product that may be the consumer s first choice when symptoms arise. However, a number of other factors can also be taken into consideration such as demographics, size of potential audience based on store traffic, and proximity to ancillary products that may be used to manage a condition or treat secondary symptoms. Consumers use OTC products as a convenient and accessible resource for addressing a range of health issues. But some of these health issues may be a sign of, or related to, a more serious condition. That is why these consumers are a relevant audience for messages about prescriptions that are used to treat certain more symptomatic conditions. The chart below (Figure 1) illustrates several examples. INDICATION STORE SECTION RATIONALE Allergy Chronic Constipation Dry Eye Flu GERD Insomnia Migraine Skin Conditions (Acne, Rosacea) Sinus Laxative Eye Care Cold/Cough Antacid Skin Care Near OTC allergy medications For many, OTC allergy medications are the first line of defense for treatment Near OTC laxative products Ability to communicate an association with the OTC product Near OTC eye care products Eye drops are frequently used by those with chronic dry eye symptoms Near cold treatment remedies Consumers often treat the flu s symptoms rather than the flu itself Near OTC antacid products (tablets, liquids) Consumers frequently seek out OTC heartburn remedies first Near OTC sleep aid products Ability to communicate an association with the OTC product Near OTC pain relief remedies (migraine-specific) Ability to communicate association with the OTC product Near skin care products (lotions, ointments) Ability to communicate association with the personal care product Figure 1 - Corresponding OTC product 5

7 Targeting Tools For brands with no corresponding OTC product, other determinants are used in establishing the best store location. This is where store traffic is often a key factor. For example, are the #1 selling OTC product with a high household penetration of 65%. If the goal is to reach a large audience as efficiently as possible, the section is the most logical and effective choice. Other considerations in such cases include demographics and usage of ancillary products (Figure 2). INDICATION STORE SECTION RATIONALE ADHD Antiplatelet Asthma COPD Men s Health (ED, Low T) OAB Women s Health (Contraceptive, Menopause) Cold/Cough (children s) and Pharmacy Counter Cold/Cough Men s grooming products Adult Incontinence Feminine Care Reach Mom shoppers is a high traffic aisle High traffic aisle Near products known to increase patient protection (low dose aspirin) High traffic Prescriptions for asthma filled here Correlation to secondary symptoms Target demographic shops here Near such products as Depends Sufferers of OAB regularly use pad products Target demographic shops here Figure 2 - No corresponding OTC product Consumers can also respond positively to receiving information even if they feel no effects from a condition, whether diagnosed or undiagnosed. Brands that treat conditions without overt symptoms (such as high cholesterol, diabetes, and osteoporosis as noted in Figure 3) have very successfully targeted in the pharmacy channel by promoting in high-traffic aisles and/or sections of the store where products used by sufferers are found. The messages in these cases are often educationally-focused. Diabetes brands, for example, have found success in reaching consumers near glucose monitors as well as in the high-traffic section. INDICATION STORE SECTION RATIONALE Cholesterol Diabetes Osteoporosis, Glucose Monitors, Foot Care Calcium Supplements High traffic section High traffic section Near ancillary products Correlation to disease Target demographic link with supplement usage Figure 3 - Asymptomatic brands 6

8 Targeting Tools Last but certainly not least in the list of the criteria for store location decisions is the presence of comorbidities. Below we illustrate the occurrence of concomitants in certain patients and the typical aisles they may visit (Figure 4). This information is frequently used to determine placement in the store. Diabetic Patient Typical Aisles Visited High Cholesterol Patient Typical Aisles Visited 2-4 times more likely to have a stroke 12% will develop gastroparesis 40-45% are in some stage of diabetic retinopathy Diabetic Supplies Weight Control Eye Care Foot ot Care Diabetic Supplies Antacids Laxatives 80% of type 2 diabetics are overweight 15% will experience a foot ulcer 2 of 3 diabetic patients have high blood pressure 50% of type 2 diabetics have peripheral neuropathy First Aid Incontinence/Laxatives Skin Care Vitamins/Supplements Solutions at the Shelf Diabetes Category Results % have arthritis 30% have diabetes 49% have hypertension 24% have heart disease Vitamins/Supplements Solutions at the Shelf Heart Health Category Results Script Lift: 6.5% ROI: $7.60 Script Lift: 3.5% ROI: $6.69 Percent of Patients Pharmacy Visits for Diabetic Supplies and/or Counseling 30% 20% 10% 0% >6 Monthly Visits Due to the presence of other conditions, for every $1.00 spent by a diabetic on a diabetes prescription or diabetes-related equipment/ supplies, an additional $1.75 is spent on another prescription, supplies, and/or other pharmacy products not attributable to diabetes. Diabetics are in the pharmacy 3X more often than people without diabetes High cholesterol patients have an average of 3 other chronic conditions Only 1 in 7 high cholesterol patients have no other chronic conditions And 1 in 8 patients with chronic conditions will have high cholesterol as well 88% of sufferers use pain relief OTC products Presence of comorbidities can play an important role in the store location decision COPD Patient 90% are Smokers 22% have Kidney problems 14% are Underweight 23% are Obese 16% have Depression 21% have Anxiety Percent of Patients 5% have Anemia 9% have Heart Attacks 31% have Dyslipidemia 28% have Muscle Wasting 31% have Osteoporosis 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Number of Comorbidities with COPD Number of Comorbidities per Patient 48% have Hypertension 53% have Atherosclerosis 54% have Hyperglycemia Hypertension Patient Stress levels are highly linked to hypertension 21.3% have diabetes 11.9% have degenerative disc disease 75% of the time hypertension is a factor in first strokes 68% of the time hypertension is a factor in first heart attacks 21.6% have coronary artery disease 26% of hypertension cases are caused excessive body weight 10% of the time hypertension is related to kidney disease 31.9% of adults have hypertension Solutions at the Shelf Hypertension Category Results Solutions at the Shelf COPD Category Results Script Lift: 3.5% ROI: $6.69 Script Lift: 7.9% ROI: $4.35 Typical Aisles Visited Typical Aisles Visited Smoking Cessation Personal Care First Aid Diabetic Supplies /Sleep Aids First Aid Weight Control Vitamins/Supplements Weight Control Incontinence/Laxatives Vitamins/Supplements The incidence of comorbidities means that many patients visit multiple aisles looking for remedies and information associated with their conditions Figure 4 - Comorbidities 7

9 Digital, Social, Offline and In-Store: Apply Consistent Brand Messaging Across Multiple Channels Brands that do not use TV, print, or other major consumer media forms will frequently deploy Rx EDGE pharmacy programs as their dominant marketing tactic. However, many other times Rx EDGE efforts are part of integrated cross-channel campaigns. In these situations, communication consistency is an important factor. To reinforce your message, use the same look and feel that you have developed as part of your creative strategy. Make sure that the messages that consumers see in the pharmacy reflect what they are seeing in your WebMD banner ads, print ads in Good Housekeeping, or wherever else you are reaching out to potential patients. If your ads feature a spokesperson, include that person in your in-store program as well Use identifiable thematic elements: colors, shapes, and brand icons! Does your brand have a particular tagline? If so, incorporate it into your information dispenser and/or take-ones. Integrating pharmacy messaging with other forms of communication Pharmacy Shelf Online Ads Social Media TV Print Website Online Ads Pharmacy Shelf TV Website 8

10 The Measurement Plan For over twelve years, we have worked with pharmaceutical brands of all sizes to achieve meaningful and measurable results. In fact, measurement defines the core value we bring to each and every Solutions at the Shelf initiative. Through the use of matched-panel research combined with an in-store experimental design, program results can be evaluated with a significant level of precision. This methodology allows marketers to: Use actual prescription sales data provided by retailers Isolate the variable (the Rx EDGE program) Compare differences between the control and test panels Determine if there was increased volume in the test stores as a result of the program From that number, calculate a dollar-to-dollar ROI The team at Rx EDGE, along with our research company partner, Retail Intelligence, Inc. will take you through all the steps necessary to get the measurement procedure started off on the right path, particularly with respect to the most critical foundation elements (such choosing matched panels and identifying time periods). But probably the most important best practice in this area is to make sure that the right people are involved at the outset. The most advantageous time to involve the brand analytics group, for example, is NOT when the program s results are being presented! Instead, your analytics team should be included up-front in the process so that any questions or concerns can be addressed before the measurement process gets underway. There are other factors to take into consideration as well to assure a solid plan and a successful experience in analyzing the impact of your program: Best Practices: Establishing a Measurement Plan for a Pharmacy Marketing Program Ensure that the metrics protocol has been communicated Involve all stakeholders (brand team, internal analytics group, agency, etc.) in the program design and process validation and before executing the initiative. Review key test elements such as panel selection, matching criteria and measurement period. Confirm that the methodology is well understood and accepted with all stakeholders, making any modifications as appropriate prior to the program s launch. Identify the key performance indicators Determine the benchmarks that will be used to reflect a quantifiable return. What is the expected impact given the investment? What actions will be taken based on a full evaluation of the results and insights delivered? Be prepared to act on the findings Use the data obtained to adjust and refine future efforts. If the program met ROI and other goals, evaluate how it can be scaled to reach a larger audience. If goals were not met, use the information to realign and improve future strategies. 9

11 Creative Considerations for the In-Store Environment With our repository of 500+ Solutions at the Shelf efforts implemented over the years, we can draw from numerous excellent examples of varying creative approaches in order to bring you some insights from a design perspective. Think about the section of the store where your brand information will be placed. Take a look at the signs, packaging and dominant colors in that particular section. Explore graphic treatments that will help your information dispenser stand out on the shelf and drive eyes to your messages. Tailor your communications to the needs of the target audience. You want to make a connection during the Mindset Moment, when people are looking for relevant information. One way to do that is to mention a particular condition or call attention to symptoms. Integrate with other media. As mentioned earlier in this white paper, be sure to incorporate the key messages and creative elements that the consumer may be seeing in other media channels. Add an element of stopping power. Instead of making a statement, ask a question in your headline. If you have a prescription savings offer, create a call-to-action by mentioning it in a prominent way. Alternative shapes are another way to be more distinct for example, by using a unique die-cut. Rx EDGE 10

12 Creative Considerations The best in-store creative: 1. Demonstrates an understanding of the needs and motivations of the target audience 2. Gains attention with a relevant message 3. Provides a call-to-action to find out more 4. Parallels the tone and look of other brand creative elements 5. Is simple and focused Unlocking the Power of Marketing in the Pharmacy Targeting, timing, message relevance, education are among the key components that make a pharmaceutical marketing campaign work, and marketing through the pharmacy channel is no different. Consumers must connect with your message at a time when they want information, are motivated to take action of some kind and are ready to have a meaningful consultation with a healthcare provider. Placing actionable information in the pharmacy at this mindset moment can help prospective patients better understand their symptoms and move more knowledgeably through the awareness-to-treatment experience. In addition to the best practices outlined in this white paper, we also have numerous case studies (found at that give you an in-depth perspective including brand objectives, background information, benchmarks for targeting decisions, and results. Contact us to learn more: Kathleen Bonetti kathleen.bonetti@rx-edge.com Michael Byrnes michael.byrnes@rx-edge.com Rx EDGE 11