February 2004

Retail Pharmacy Highlighted as Effective DTC Marketing Tool at National Conference
Rx EDGE VP Gary Norman featured panelist at DTC National

Tuesday, March 30th, at the DTC National Conference, held in Boston, the discussion centered on alternative media vehicles for pharmaceutical marketing. In an environment where broadcast and print dominate DTC spending, the retail pharmacy was viewed as a highly effective and often overlooked vehicle to educate targeted consumers about specific conditions and prescription remedies.

"The industry has a need for more efficient mediums," Gary noted during the panel session, "and in-store programs are measurable and have a strong ROI in addition to being a great vehicle for generating awareness."

Norman was one of several industry experts who participated in the panel discussions. The annual conference is attended by over 400 pharmaceutical marketing and industry executives and is focused on the marketing issues and challenges involved in DTC.

Rob Blazek, Manager, Patient Intervention Programs at CVS/pharmacy® noted a 12-15% increase in DTC marketing in the past year, a sign that in-store DTC marketing is quickly becoming an essential part of pharma company's marketing mix and a more familiar and accepted advertising vehicle in-store.

About Rx EDGE®
Rx EDGE is an in-store marketing program with a nationwide network of more than 20,000 retail pharmacies. Rx EDGE generates immediate awareness of prescription alternatives at the over-the-counter remedy location. With a proven track record, the Rx EDGE program provides an average ROI of $5 per $1 spent.

Promo Edge Co., Hoffman Estates, Ill., a subsidiary of Menasha Corporation, provides a broad array of in-store promotional solutions including at-shelf innovations and network programs. Clients include Merck, Pfizer, Eli Lilly, Pepsi, Kraft Foods, Con Agra Foods, and Nestle, among others. Promo Edge can be reached at 1-800-783-7171 or www.promoedge.com.