Best Practices for Program Success Solutions at the Shelf from Rx EDGE Rx EDGE Pharmacy Networks Media That Delivers White Paper - 2017
Welcome! This is your Solutions at the Shelf best practices road map 1 Get the Most From Your Program 2 About Solutions at the Shelf 3 Targeting: Building a Solid Foundation with Insight EDGE 6 Including the Pharmacy in Multichannel Efforts 7 Measurement and Results 9 Creative Considerations 10 What About Specialty Drugs? 11 Best Practices: Total Look 12 Unlock the Power of the Pharmacy Rx EDGE Pharmacy Networks
Get the Most From Your Program Driven by an ever-growing demand for pharmacy-based health services and products, the pharmacy has become a healthcare hub for millions of Americans. It is also one of the most effective communication environments available to pharmaceutical companies today. For more than fifteen years, Rx EDGE has helped pharma marketers reach the right patients by successfully unlocking the power of the pharmacy. We use a complete account-service approach, combining our extensive industry knowledge with strengths in program planning, design, production, and execution. Through our work with over 150 brands in 75 different therapeutic categories, we have distilled in this white paper the best practices that will help you create the optimal Rx EDGE initiative for your brand. Our experience encompasses multiple brands and categories with a sole focus on Rx products Hi, I m Pharmacy Phil and I m here to offer you special insights that will make your Solutions at the Shelf program the best it can be! Be sure to keep an eye out for me. 1
About Solutions at the Shelf Patients 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 essential step in creating a well-informed patient. With Solutions at the Shelf, you will start engagement that leads to action: REACH a large audience of potential patients TARGET the right consumers DRIVE awareness about products and conditions INSPIRE action by connecting patients to brand resources MEASURE results and ROI using matched-panel research Marketers deploy Solutions at the Shelf to address brand awareness, patient acquisition, and disease state education goals. A large and diverse network of retail pharmacies allows brands to execute programs in the geographic markets that best fit their strategy and use appropriate sections of the store to reach their prospective patients. Information dispensers are placed in targeted OTC and personal care sections, with take-one booklets that deliver product information and disease education materials Our program connects you with millions of patients in nearly 30,000 pharmacies nationwide! 2
Targeting: Building a Solid Foundation with Insight EDGE Our Insight EDGE targeting platform ensures that brand messages reach the intended qualified audience. Using extensive data sources, we will build a customized program in a two-step process: Identifying the Right Audience A Two-Step Process Step One - Optimize Geographic Locations Rx EDGE Resources Rx/OTC sales data Rx product distribution Online health condition search Demographic, geographic factors DMAs Household income Specialty product CDI Client-provided data Managed care coverage Sales representative coverage BDI, CDI List matching Step Two - Select the Best Placement Option Rx EDGE Resources Adjacency to products related to: Corresponding OTC/personal care items Comorbidities High-indexing conditions Correlation to: Products that treat secondary symptoms First-line of treatment products Shopper traffic volume Aisle/section shopper demographics Client-Provided Data Demographic profile of the patient Insight EDGE is powered by data from multiple sources Here s a tip! Select your DMAs in the early stages of Insight EDGE planning 3
Targeting Tools Geographic Areas We will work with you to choose the markets that best align with your brand strategy. Is managed care coverage an important consideration? Which Designated Market Areas should be included? Are there certain sales rep territories that should be part of the program? 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 prescription and OTC sales 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 the Solutions at the Shelf information dispenser. The goal is to reach the largest number of qualified eyes and create an engaged interaction. 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. Q A Q A Q A Q A Q A Targeting FAQs How does the process typically work? Each Solutions at the Shelf effort is custom and unique to the brand. No two are alike! The structure typically depends on brand objectives and budget. In the set-up phase, size and scope are discussed. At that time, we will suggest the data that we need. We will take that data, apply it to our network, and incorporate it into our Insight EDGE targeting platform. What kind of information should I be prepared to provide? Share any data that will help us identify the most valuable markets and target audience. For example, sales rep coverage may be an important factor. If the Designated Market Areas (DMAs) are already established, they should lead the way in the targeting process, coupled with information about the patient s demographic profile. How is a list-match carried out? A list-match is accomplished by matching data to a variety of targeting criteria. Retailer banners, addresses, zip codes, DMAs, and other elements can all be list-matched. How do you obtain the Rx/OTC sales data? We collect Rx/OTC sales data through the contracts that we have with our retailer partners. What are your suggestions for making the targeting planning process work smoothly? Approach the process the same way as you would for any other media vehicle. The quality and timeliness of the input we receive during the set-up phase will help us build a program with the optimal store section choice and geographic coverage. 4
Approaches for Targeting "By the Aisle" Condition-Associated OTC 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 a more serious condition. That's why these consumers are a relevant audience for messages about prescriptions that treat symptomatic conditions, such as Dry Eye: INDICATION STORE SECTION RATIONALE Dry Eye Eye Care Near OTC eye care products Eye drops are frequently used to treat chronic dry eye symptoms Target Audience Demographics Syndicated data resources such as GfK can be deployed to reach the target audience based on demographic profile, health attitudes, and Rx/OTC usage dynamics, as shown in the example below. INDICATION STORE SECTION RATIONALE Shingles Vitamins Vitamin purchasers are typically focused on health and longevity, making them an ideal audience for vaccine messages Dominant personal health segment with relevant 50+ audience Asymptomatic Conditions Real value comes from delivering information when patients are most likely to be engaged - even if they are experiencing no effects from a condition. Brands that treat conditions without overt symptoms (such as Type 2 diabetes) have successfully targeted in the pharmacy channel by considering adjunctive product usage, as well as demographic factors. 5 INDICATION STORE SECTION RATIONALE Diabetes Analgesics, Glucose Monitors, Foot Care Near support products Correlation to demographic profile of diabetes sufferers 5
Including the Pharmacy in Multichannel Efforts Health marketing content, at its most basic level, aims to encourage consumers to make investments in their own health. Pharmaceutical marketers are recognizing the value of building closer relationships with consumers by reaching them through a combination of media channels and prompting them to take action through their preferred touchpoint. Here are some questions to consider when planning a multichannel marketing campaign: What are the consumer's needs? How will the campaign be measured? What channels will deliver the message most effectively? Where is the best ROI? How can the channels be aligned to deliver a consistent message? What is the quality of the interaction - how much will the patient engage with the message? Today s consumer wants to move fluidly between the various channels. They want a user-friendly experience that ends with their questions answered and their needs satisfied. Use the combined power of all your media. Messages conveyed through Solutions at the Shelf will increase the reach and value of your multichannel campaign. Key factors to consider If your ads have a spokesperson, feature that person in your in-store program as well Use identifiable thematic elements: colors, shapes, and brand icons! If your brand has a tagline, incorporate it into your information dispenser and/or booklets Multiple Channels - Multiple Choices Articles Mobile Web Ads Video TV, Print, and Pharmacy oh my! Broadcast Media Email Social Media Radio The pharmacy channel fits seamlessly into your multichannel marketing plan. Product Websites Print Ads Apps Direct Mail RETAIL PHARMACY Pharmacy 6
Measurement and Results Media that Delivers is not just a tagline for us. Measurement defines the core value we bring to every Solutions at the Shelf initiative. Through the use of matched-panel research, program results are evaluated with a significant level of precision. The research team at Rx EDGE will take you through all the steps necessary to get your measurement plan started off on the right path. Methodology Used Matched-Panel Experimental Design Programs are isolated from seasonal and market factors which might impact a store s performance Test vs. control matched pairs are created based on key similarities in sales patterns, geography, and other attributes Usage of a base period insures equal script volume in test and control stores prior to program launch Metrics Delivered TRx, NRx, RRx Effect on total scripts, new scripts, and refills Return on Investment Value of program over the duration of treatment A full report and research results are supplied at the conclusion of each analysis period Matched Panel Analysis 8 7 Test and Control Panels mirror each other during the Base or Pre-Test Period Test Panel Control Panel PHARMACY Prescriptions 6 5 4 3 Rx EDGE Measured Impact 2 Base Period Test Period 1 0 1 2 3 4 5 6 7 8 9 10 11 12 Weeks Did you know? Because of its rigorous design and reliability, the protocol we use is considered to be the gold standard for measuring marketing effectiveness Gold Standard Measurement Methodology 7
The most critical measurement best practice is to get the right people involved at the outset. The time to involve the brand analytics group is NOT when the program s results are being presented! Instead, the analytics team should be included as early as possible in the process so that any questions or concerns can be addressed before the measurement process gets underway. Establishing Your Measurement Plan Ensure that the metrics protocol has been communicated 1 2 3 Involve all stakeholders (brand team, internal analytics group, agency) in the program design and process validation. Review 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 before the program s launch. Identify the key performance indicators 1 2 3 Agree upon performance measurement parameters. Set expectations for return on investment. Consider the actions that will be taken based on a full evaluation of the results and insights delivered. Be prepared to act on the findings 1 2 3 Adjust and refine future efforts based on the data. If the program met its goals, evaluate how to scale it to reach a larger audience. Use the key learnings to realign and improve targeting parameters. It s important to include your analytics team in the Analytics Review meeting which takes place prior to the program start date 8
Creative Considerations Maximize the communication impact of your Solutions at the Shelf program by following certain creative guidelines unique to the pharmacy media channel. Stand Out Take a look at the signs, packaging and dominant colors in the section of the store where your brand information will be placed. Explore graphic treatments that will help drive eyes to your messages. Understand the Moment Make a connection during the Mindset Moment, when people are looking for solutions and motivated to take action. One way to do that is by mentioning the condition or calling attention to symptoms. Mirror Your Media Integrate with other media. Be sure to incorporate the messages and creative elements that the consumer may be seeing in other communication channels. Intrigue Consumers Add an element of stopping power. Instead of making a statement, ask a meaningful question. If you have a savings offer, create a prominent call-to-action. Another way to stand out is by using unique die-cuts. Be Supportive Adapt the imagery and copy to the pharmacy environment. Prospective patients may feel a better connection when messages are focused on healthy outcomes. We can help! Rx EDGE offers art and design services 9
What About Specialty Drugs? Specialty drug marketers often ask if our programs are the right media choice for products not dispensed in the pharmacy. The answer is an emphatic YES. The location where dispensing occurs does not make a difference. The most important consideration is where patient engagement occurs. For patients taking a specialty medication, the pharmacy is a critical point of contact as they work through the stages of education, awareness, treatment, and adherence. They gather information at all of these steps, and the pharmacy is an ideal place to deliver it. When planning a Solutions at the Shelf program for a specialty drug, follow the same guidelines, outlined in this white paper, as you would for a traditional drug s campaign. There are no significant differences other than in the measurement phase. Because the dispensing data is not available at a store level, we will work with you to create a customized matched-market (vs. matched-store/panel) test design. PHARMACY Right Care. Right Place. COPING WITH SYMPTOMS PROCEEDING RELUCTANTLY MOVING FORWARD CAUTIOUSLY ENCOURAGED WORKING TOWARD WELLNESS Looks for possible OTC remedies in search of relief Consults with pharmacist for advice Using first line Rx treatment Continuing to use OTC products Sees specialist for treatment options Primarily diagnosed Goes back to the pharmacy for OTC products to help manage symptoms Using a biologic Relies on the pharmacy for products to support general health Starting to feel upbeat about treatment and outcomes Focusing on overall health and well-being: Diet and exercise Preventative measures: vitamins, supplements, hand sanitizers Annual flu shot and other immunizations Continuing to gain insights from pharmacist Your specialty drug may not be dispensed in the retail pharmacy, but your patients are there! It is an everyday resource for a variety of their health needs including immunizations, vitamins, and pharmacist consultations. 10
MEASUREMENT Best Practices: Total Look RESULTS Reporting Review research reports that are delivered after each analysis period Be prepared to act on the findings Use data to refine future efforts If goals are met, evaluate how to scale or extend the program Use key learnings to adjust future strategies INITIAL COMMITMENT Based on budget, determine program size and scope Select cycle dates Schedule planning meetings to discuss targeting and measurement Establish the metrics protocol Involve all stakeholders Review key test elements panels, matching criteria, time periods Make modifications as necessary Begin creative work Review production schedule and deadlines Use our in-house design services if needed Adhere to key principles Stand out Understand the moment Mirror your media Intrigue consumers Be supportive Establish targeting criteria Use Insight EDGE data resources to identify geographic locations and store sections T RGETING CREAT A IVE TA Here s a quick snapshot of important things to keep in mind 11
Unlock the Power of the Pharmacy Targeting, timing, and message relevance are the components that make a pharmaceutical marketing campaign work. Consumers must connect with your message when they want information, are motivated to take action, and are ready to consult with a healthcare provider. Placing actionable information in the pharmacy at this Mindset Moment can help prospective patients understand their symptoms and move more knowledgeably from awareness to treatment. Be sure to read our case studies to gain an in-depth perspective of our work in multiple therapeutic categories. Contact us to learn more: http://www.rx-edge.com/ Kathleen Bonetti kathleen.bonetti@rx-edge.com 847.879.6036 Michael Byrnes michael.byrnes@rx-edge.com 610.431.7606 Rx EDGE Pharmacy Networks Media That Delivers 12