At BulletinHealthcare, we provide physicians with the highest quality content every day. These physicians are the members of 29 leading medical associations. GENERATING ROI Because our readers rely on our briefings for the latest news related to their specialty, our advertisers can be confident they will reach an attentive and engaged audience. The following third-party ROI studies demonstrate significant increases in TRx and NRx lift for brands who advertised in BulletinHealthcare briefings.
Infectious Disease STRONG INCREMENTAL Rx FROM EXPOSURE A pharmaceutical company wanted to raise awareness of its infectious disease treatment and increase prescription writing among target HCPs. The brand targeted PCPs, IMs, and Infectious Disease Specialists via the briefings for the American Medical Association, AMA Morning Rounds, and the Cleveland Clinic, IM Daily Brief. Program Timing: January December 2014. Frequency: Approximately 2 insertions per week. Various ad sizes and creative messaging were used throughout the campaign. 18:1 Study by Symphony Health paired test and control prescribers (n=4,100+) on product/market volume, geography, specialty, writing decile, and plan types. A pre-program conducted between January and December 2013, and postcampaign surveying was conducted between January and December of 2014. Lift 28.3%* Overall 34.4%* Mobile Only 3 2 1 Raw sample NRx increase = 223 NRx projected increase (projected out to full prescribing database) = 459 Average refill rate (total TRx / total NRx) = 2.4 Projected TRx = 459 * 2.4 = 1,102 Wholesale Acquisition Cost = $2,457, Incremental Revenue = 1,102 * $2,457 = $2,708,560 %CHANGE IN TRx LIFT 132.8% lift in TRx due to 37+ exposure frequency Media Investment = $150,000, ROI = $2,708,560 / $150,000 = 18:1 ^ Based on wholesale acquisition cost per SHS ($2,457) *Lift significant at 9 CL
Pain STRONG ROI FOR BRANDED PAIN MEDICATION Increase prescriptions among rheumatologists and other relevant HCPs. Targeted a client list match (mainly rheumatologists); ran across 16 different BulletinHealthcare briefings. Branded creative featured drug name. Custom ad unit with ISI. Campaign launched in January 2014 and ended June 2014. Frequency: approximately two insertions per week. Lift Study by Symphony Health paired test and control prescribers (n=23,000+) on product/market volume, geography, specialty, writing decile, and plan types. Pre-program conducted between June and December 2013; qualify period fielded between January and June 2014. 25.3%* Overall 25.9%* PCPs 22.2%* Rheums 4.4:1 7.6:1 among rheumatologists 32.* Mobile 25.2%* Multi-Platform %CHANGE IN NTB LIFT OVERALL Raw NRx increase = 947, NRx projected increase (projected out to full prescribing database) = 3,381 Average refill rate (total TRx / total NRx) = 2.3 Projected TRx = 3,381 * 2.3 = 7,741 Wholesale Acquisition Cost = $122, Incremental Revenue = 7,741 * $122 = $944,366 Media Investment = $214,924, ROI = $944,366 / $214,924 = 4.4:1 RHEUMATOLOGISTS Raw NRx increase = 179, NRx projected increased (projected out to full prescribing database) = 639 Average refill rate (total TRx / total NRx) = 2.3 Projected TRx = 639 * 2.3 = 1,460 Wholesale Acquisition Cost = $122, Incremental Revenue = 1,460 * $122 = $178,067 Media Investment = $23,500, ROI = $178,067 / $23,500 = 7.6:1 Based on wholesale acquisition cost per SHS ($122) *Lift significant at 9 CL NTB = New to Brand based on medical claims database; patient not seen on brand in last 12 months
Psychiatry EXPOSURE DRIVES Rx LIFT Increase prescriptions for a psychiatric treatment option by messaging to the specialty target via a BHC briefing. Briefing selected: American Psychiatric Association s Headlines, targeting psychiatrists in the U.S. Campaign featured both branded and unbranded ads, insertion volume weighted towards branded messaging. Standard 300x250 ad units and large format ad with full ISI. Campaign launched in January 2014 and ended December 2014. Frequency: approximately one insertion per week. 69:1 Study by Symphony Health paired test and control prescribers (n=7,500+) on product/market volume, geography, specialty, writing decile, and plan types. Pre-program conducted between January and December 2013; qualify period fielded between January and December 2014. New to Brand 5.8%* Overall 10.8%* Mobile Only %CHANGE IN NTB LIFT 13.6%* 37+ Exposure Frequency 15% 1 5% Raw sample NRx increase = 2,358, NRx projected increase (projected out to full prescribing database) = 4,137 Average refill rate (total TRx / total NRx) = 1.72 Projected TRx = 4,137 x 1.72 = 7,120 Wholesale Acquisition Cost = $1,072, Incremental Revenue = 7,120 x $1,072 = $7,630,149 Media Investment = $110,200, ROI = $7,630,149 / $110,200 = 69:1 ^ Based on WAC per SHS ($1,072) *Lift significant at 9 CL NTB = New to Brand based on medical claims database; patient not seen on brand in last 12 months
Cardiology STRATEGY DRIVES Rx, DEFENDS MARKET SHARE Drive an increase in prescriptions among cardiologists and PCPs through partnership with Cleveland Clinic s Disease Management. Stem a decrease in market share driven by the launch of a new generic cardiology drug. BulletinHealthcare executed a multi-channel program, including direct mail, briefing advertising, alerts, and a dedicated microsite. In terms of briefing ads, the selected publications included the American Medical Association s Morning Rounds and the American College of Cardiology s CV News Digest. Included digital tactics and print components delivered via targeted direct mail. Advertising on a dedicated microsite for chapter download. Launched in October 2012, ended December 2012. IMS Health paired test and control prescribers (n=16,000+) on product/market volume, geography, specialty, writing decile, and plan types. Pre-program conducted between April and September 2012; qualify period fielded between October 2012 and February 2013. Lift & ROI 6.5%** Due to Multi- Channel Exposure 6% 4% 2.9%* 10.6:1 15:1 on briefing advertising Due to Exposure to Briefing Ads 2% ^ Based on average product price of $230.15 per IMS NPA Plus *Lift significant at 80-89% CL **Lift significant at 9 CL %CHANGE IN NRx LIFT 0.7% increase in market share due to multi-channel exposure
Oncology LIFT OBSERVED IN OFFICE-BASED TREATMENT Situation Drive use of a cancer treatment via in-office administration (measurement conducted via medical claims database). Solution The American Urological Association s AUA Daily Scope and American Society for Clinical Oncology s Cancer in the News were the two briefings used for this campaign. Branded creative in three standard IAB ad sizes. Campaign launched in January 2014 and ended December 2014. Frequency: between one and two insertions per week. Measuring Effectiveness 19:1 Study by Symphony Health paired test and control prescribers (n=3,300+) on product/market volume, geography, specialty, writing decile, and plan types. Pre-program conducted between January and December 2013; qualify period fielded between January and December 2014. Lift 4.7%** Overall 10.3%** Mobile Only %CHANGE IN MX LIFT 29.7% lift in NTB for mobile only** 32. lift in NTB among oncologist specialty target** 8% 4% Raw sample MX increase = 389, MX projected increase (projected out to full prescribing database) = 688 Average refill rate (total TRx / total NRx) = N/A administered in-office Wholesale Acquisition Cost = $1,763, Incremental Revenue = 688 * $1,763 = $1,213,059 Media Investment = $63,800, ROI = $1,213,059 / $63,800 = 19:1 * Based on medical claims as Rx is administered in-office ^ Based on wholesale acquisition cost per SHS ($1,763), detail next page ** Lift significant at 9 CL NTB = New to Brand based on medical claims database; patient not seen on brand in last 12 months
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