Case Studies

Retail Pharmacy is the Ideal Media Venue for Women’s Health Brands

Rx EDGE experience in multiple Women’s Health categories has proven that the aisles of the retail pharmacy are an ideal environment in which to connect with prospective female patients. Women represent two-thirds of all shoppers in the Food/Drug Mass channels and make most of the purchase decisions related to healthcare. They take the time to read health-oriented materials and identify with the targeted messages that can be delivered via Rx EDGE information dispensers located at the retail shelf.

Objectives: Awareness, acquisition, adherence

Women’s Health products across a variety of therapeutic categories have used Rx EDGE programs to build brand and disease state awareness, acquire a base of new patient starts, grow market share, and promote adherence.

Reach: Targeting by the aisle

Rx EDGE programs are typically placed in the section of retail pharmacy that corresponds most directly with the prescription alternative being promoted–fitting with the consumer’s “decision-making mindset” at the shelf. This strategy worked well for yeast infection and vaginal cream medications, where over-the-counter options are available. Brands can also reach their desired target based on the demographics of the consumer in a particular store area. For marketers of oral contraceptive products, the consumer
profile of shoppers in the feminine hygiene section was a good match with the prospective patients they wanted to reach. Purchase frequency of feminine hygiene products is also high, which translates into a large, recurrent audience.

Communication: Brands use focused, meaningful messages

The inserts contained within Rx EDGE information dispensers offer a valuable platform in which to deliver information about both the prescription product and the condition it treats. Women’s Health brands took full advantage of this delivery method, appealing to consumers with a variety of messages:

  • Making direct comparison to OTC brands in the aisle
  • Delivering rebate offers to facilitate trial, and refill programs for patient retention
  • Conveying detailed disease state information
  • Providing a quiz in which consumers could better understand if their symptoms merited a discussion with a healthcare professional
  • Offering tips for discussions with healthcare providers

Results: Matched panel research shows quantifiable impact

Women’s Health brands saw positive results from their Rx EDGE programs, both in script volume as well as return on investment:

Average script lift, test vs. control* 7.6%
Average ROI** $4.50:$1.00

 

* Research conducted by Retail Intelligence Inc. for Rx EDGE retail pharmacy programs. Average TRx or NRx sales increase during post-installation period in supermarket, mass and/or drug outlets.
** ROI calculated using script lift and client supplied pricing data.
– Audience/Impressions: Spring 2010 GfK MRI, FMI Transaction data, SymphonyIRI Group household purchase information

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