Cholesterol Medications Find a Receptive Audience in Pharmacy Aisles

Cholesterol-lowering drugs have long used Rx EDGE retail pharmacy programs to effectively communicate their differentiated benefits and extend the reach and value of educational and promotional efforts. Three different products in this category have made use of the unique targeting capabilities that are a fundamental component of Rx EDGE offerings. A slightly different strategic approach was deployed in each case; the Rx EDGE team worked with the respective brands to create customized campaigns.

Objectives

Brand A:

• Reach diabetes patients with information about the connection between diabetes and high cholesterol
• Raise awareness about high cholesterol

Brand B:

• Directly focus on the product’s differentiated benefit
• Help prospective patients understand how cholesterol-lowering medicines work

Brand C:

• Reinforce advertising campaign communication and effects vs. competitive products
• Relay information about the sources of cholesterol
• Communicate efficacy vs. competitive products
• Achieve trial and acquire base of new patient starts

Targeted Execution

In-store Location

A critical benefit of the Rx EDGE program is that it gives marketers the ability to target a particular audience by store location. Brand A’s goal was to deliver their message directly to diabetes patients by leveraging the diabetes-supply section of the store, where blood glucose meters, lancets, test strips and other devices are located. This section gave the brand the ideal platform from which to communicate a highlytargeted message and take advantage of synergies within the population groups. Typically, Rx EDGE information dispensers are placed in the retail pharmacy section that corresponds most directly with the prescription alternative being promoted. Since there is no over-the-counter product that correlates with cholesterol-lowering medications, both Brand B and Brand C took other factors into consideration when making the decision regarding store location.

The Analgesics aisle made the most strategic sense for placement of the Rx EDGE information dispensers, on two key levels: 1) It is one of the most heavily-shopped OTC categories, supplying an audience of over 120 million individuals in a single six-week in-store cycle 2) The Analgesics aisle afforded exposure to purchasers of low-dose aspirin, which is a significant sub-segment of the category. Roughly 50 million Americans take low-dose aspirin to prevent cardiovascular problems, and probably monitor their cholesterol levels carefully.

Communication Priorities

Brand A matched its message with its promotional placement in the Diabetes Supply section, reminding consumers that 7 out of 10 people with diabetes also have high cholesterol. A list of “questions to ask your doctor” was provided, all focused on understanding cholesterol levels and the importance of physician consultation.

Brand B appealed to consumers who were looking for different ways to lower cholesterol. An educational format was used to explain the way the product worked in blocking the absorption of cholesterol that comes from food.

Rx EDGE programs are available in six-week cycles in-store. In a single six-week cycle in the Analgesics aisle, an Rx EDGE information dispenser is seen by an audience of over 120 million individuals and delivers close to 350 million impressions. Brand C maximized this exposure potential by implementing a multi-year, multi-cycle effort. The creative communication deployed in Brand C’s Rx EDGE program complemented the brand’s distinctive consumer advertising campaign, providing information about the key sources of cholesterol. A free information kit was also offered.

Results

The ability to track and measure results is a unique advantage of Rx EDGE programs. Actual script data is supplied directly from the retailer and used to create matched test and control panels representative of the retailer’s store base. Relative changes in sales are compared to determine the effect of Rx EDGE. Across the three brands, the average script lift in test vs. control panels was 4.6%. Brand C’s long-term effort proved to be highly productive, yielding test vs. control growth in prescription volume every successive year.

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