Rx EDGE® Timing and Location Help ADHD Brands Reach Target Audience

ADHD products have capitalized on the versatility of Rx EDGE in-store programs by using a variety of tactical approaches in timing, message communication, and selection of store location. Importantly in the ADHD category, Rx EDGE was a key vehicle for educating current and prospective patients and parents about the condition and treatment options.

Objectives

Brand A Phase 1: Children’s indication

1. Generate brand awareness during product launch

2. Reach a large audience of target moms during the back-to-school timeframe

3. Deliver detailed product information about a significant point of difference vs. other drug therapy options

Brand A Phase 2: Adult indication

1. Raise awareness about adult ADD

2. Spur interest in identifying symptoms and driving conversation with the doctor

Brand B

1. Increase market share by acquiring base of new patient starts

2. Inform parents about the product features, benefits, and competitive advantage

Targeted Execution

In-Store Location

A critical benefit of the Rx EDGE program is that it gives marketers the ability to target a key audience by store location. Typically, Rx EDGE information dispensers are placed next to or near over-the-counter remedies that correspond most directly with the prescription alternative. Since in the case of ADHD there is no correlative OTC product, other factors were taken into consideration such as shopper traffic and demographic make-up.

Brand A wanted to zero-in on the target parent audience by leveraging the back-to-school timeframe. A number of location options were considered, including the aisle carrying back-to-school supplies. Further analysis, including discussions with the retailer, revealed that a better alternative was the children’s OTC cold/cough section in general, and grape-flavored Motrin® in particular. Taking advantage of the six-week in-store cycles offered by Rx EDGE, Brand A also elected to promote its shelf dispenser via a pulsed campaign on an every other six-week cycle basis. This allowed the brand to build awareness and integrate with the timing of other consumer marketing elements.

During its Phase 2 effort, Brand A was focused on maximizing its reach with prospective adult patients. The analgesics aisle, one of the most heavily shopped in the pharmacy, was selected since it offered the potential of a large audience.

Brand B drew upon key learnings from Brand A’s previous promotion and also chose the children’s cold/cough section for placement of its program. Timing spanned back-to-school through mid-winter.

Communication Priorities

Given the fact that Brand A was a product launch, its communication priority was to convincingly demonstrate its efficacy vs. other treatment options available at the time. A list of “questions to ask your doctor” was also provided, along with other parent resources. For the adult-indicated promotional version, a unique “symptom quiz” was delivered via both an at-shelf dispenser as well as in a tear-pad vehicle; the quiz format was designed to create increased understanding of adult ADD. A mat at the pharmacy counter further reinforced awareness.

Brand B promoted a free offer and used the Rx EDGE program to emphasize the fact that most parents preferred it over other medications. Many parents view the beginning of the school year as a “fresh start”, and the messaging for the initial campaign capitalized on that sentiment by directly mentioning the back-to-school timeframe.

Results

Through the use of matched-panel research methodology conducted by a third-party research firm, results of the in-store ADHD efforts were measured. Script data was supplied directly from the retailer. The campaigns were successful across the board.

For Brand A’s Phase 1 initiative, which was focused on gaining trial and building awareness with a multi-week pulsed effort, the program resulted in an average lift in script volume of 8.2% with a return on investment of over $3.00 for every dollar invested.

Delivery of the thought-provoking quiz proved highly effective as well, with an average script lift of 9.9% and a return of nearly $9.00. Brand B ran its Rx EDGE programs in a succession of in-store cycles, experiencing an average script lift of 4.4% with a strong return of $6.04:$1.00.

The placement of actionable information in the pharmacy---and connecting with a large and receptive audience---helped these ADHD brands achieve their goals.

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