Rx EDGE^® Strategic Programs Provide Strong ROI Relief in GERD Category

The Challenge

Most people have felt heartburn at one time or another. In fact, the American Gastroenterological Association reports that more than 60 million Americans experience heartburn symptoms at least once each month. Though uncomfortable, heartburn does not usually present a serious health problem for most people.

However, if heartburn symptoms occur frequently and persistently, they can be an indicator of a more serious problem, such as gastroesophageal reflux disease. Left untreated, GERD can cause a host of complications.

GERD is a relatively common condition that affects from 5% to 7% of the population. It is a chronic reflux of stomach contents into the esophagus. This problem manifests itself as several symptoms including heartburn and difficulty swallowing, which can lead to an inflamed esophagus.

Brands in this category face a challenge to gain a stronger share of voice in a market landscape where many options exist for consumers. Rx EDGE is comprised of specialists in retail pharmacy brand development who provide business-driven insights based on marketing objectives.

Targeted Strategic Execution

The expertise provided by Rx EDGE reflects over five years of immersed strategic planning and understanding within the GERD category. This knowledge gave product managers the ability to address a number of issues including:

• Low share in a marketplace due to lack of sales representatives
• Educating consumers about acid reflux disease
• Competitive challenges arising from the arrival of next generation, faster PPI therapies
• Lack of brand differentiation

With multiple placement combinations at the shelf and on the pharmacy counter, Rx EDGE provided “surround sound” in the store for the promoted brands, Messages in the printed materials focused on topics ranging from brand awareness to information about the differences between heartburn and acid reflux. Trial offers and incentives for usage were also delivered.

A crucial element of the Rx EDGE program is that not only is it available in a network of over 19,000 pharmacies, it also uses a complete account-service approach with all programs. A team of in-store experts designs each effort to address the current brand environment and objectives. Store lists are analyzed and cross-matched against key data points to determine the store list “mix” that will deliver optimal coverage. In the GERD category, Rx EDGE provided a unique media vehicle that coincides with a consumer’s key decision-making mindset at the shelf.

The Results

A strong impact on scripts and the ability to “move the needle” were common results across the board for Rx EDGE within the GERD category.

For one brand seeking to create a niche within the highly competitive marketplace, the Rx EDGE team developed three strategic efforts:

Program #1

Market Focus: Combination of high-medium-low sales and sales coverage

ROI: $6.28

Program #2

Market Focus: Inadequate to poor coverage and low sales

ROI: $7.39

Program #3

Market Focus: Broader/national effort

ROI: $5.51

A second brand’s program results were reviewed historically and yielded increasingly higher returns year over year, reflecting the benefit of implementing a multi-year ongoing campaign to solidify brand exposure.

And finally, for yet another PPI brand, the Rx EDGE effort resulted in a return of over $7.00 based on single scripts. The long-term effect was also analyzed, which showed a return of $33.28. This data proved that Rx EDGE programs can have a tangible effect on both near-term goals as well as longer-range patient retention objectives.

In the GERD category, Rx EDGE once again put its expansive retail and industry experience to work in order to successfully address a wide variety of brand objectives. The in-store campaigns targeted the right consumers in the right locations and paid off with increased sales and a strong return on investment.

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