Solutions at the Shelf™ Programs Generate “Eye-Catching” Results

Programs delivered in the Eye Care section connect with a relevant audience

Summary

By using Solutions at the Shelf™ information dispensers, pharmaceutical brands that treat various eye conditions have gained access to a wide audience of potential patients. These products have seen significant increases in prescription volume and realized high returns on investment through the use of effective in-store communications.

Objectives

Patient acquisition was a primary goal for all the brands. Messages were focused on helping prospective patients understand their symptoms and have a productive dialogue with their doctors.

Background

Over-the-counter Eye Care products (which include eye allergy, dry eye and lens solutions) have seen a 2.5% increase in dollar sales in 2015 vs. 2014, with total sales of $1.56 billion. Category growth is driven by heightened eye health awareness, heavier levels of consumer advertising behind Rx and OTC, and greater product selection.

The Eye Care section is also a heavily shopped OTC category, with more than 30% of U.S. households buying per year.* With all these “eyes” this aisle is the ideal environment to deliver information related to prescription products that treat dry eye, eye allergies, and other conditions.

Premium Location

OTC products for ocular allergy and dry eye are often the “first line” of therapy when symptoms arise. A major benefit of the Rx EDGE Solutions at the Shelf program is that it gives marketers the ability to target this audience of OTC users. Within a 12 week program period, the Eye Care section reaches over 108 million consumers who are seeking solutions.

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Results

Results were measured through the use of matched-panel analysis conducted by a third-party research firm. Throughout the monitoring periods, the lift in prescription volume attributable to the Rx EDGE Solutions at the Shelf™ campaign averaged 6.3% across four brands. The average return on investment based on single scripts was an impressive $7.90.

* IRI Group 52 weeks ended 5/15/16