| |
Rx EDGE is one of
the few DTC vehicles for which results can be
reliably measured, thus enabling pharmaceutical
marketers to evaluate the impact of their
in-store campaigns and optimize their
investment.
Timely, independent research measurements
The impact of Rx EDGE is measured through an
independent research company that analyzes
weekly TRx and/or NRx script sales data using a
matched-panel technique.
-
Matched Test and
Control panels, representative of
the retailers’ store base, are created
-
Matched pairs
are developed based on key components such
as sales patterns, geography, and
demographics
-
Panels are refined
further based on volume during the base
period, typically twelve weeks
-
Usage of the base
period insures that scripting
volume was comparable in Test and Control
stores prior to the Rx EDGE program launch
-
Relative changes in
sales are compared for the Test
vs. Control panels to determine the Rx EDGE
program’s effect on sales.
Rx EDGE
Delivers Results
The average lift in prescription volume, based
on over 100 measured in-store DTC programs, is
9.8%.
Return on Investment…A Key Measurement of
Success
The sales lift data for each Rx EDGE cycle can
be converted into manufacturer’s incremental
revenue for a quick and accurate Return On
Investment analysis.
Rx EDGE provides an excellent return on
investment. Over the past three years, Rx EDGE
has generated an average ROI of $6.40 for every
dollar invested, a dramatically higher return
than most advertising vehicles. According to a
recent IMS Health survey of DTC’s return on
investment2, the median ROI of DTC campaigns was
$2.20.
1 Research conducted
by NOP World and Retail Intelligence Inc. for Rx
EDGE retail pharmacy program. Average TRx or NRx
sales increase during post-installation period
in supermarket, mass and/or drug outlets.
2 IMS Health DTC ROI Evaluation
3 Independent return on investment analysis
|
