NEW PRODUCTS

Harnessing the power of the pharmacy channel in product launch efforts

Products get off to a faster start by capturing consumer attention in pharmacy aisles

Summary

The Solutions at the Shelf™ program has played a significant role in numerous product launch campaigns. This case study focuses on recent introductory efforts for brands in four different categories – Irritable Bowel Syndrome, Overactive Bladder, Acne, and Opioid-Induced Constipation – where Solutions at the Shelf™ launch efforts boosted Rx script volume by a combined average of 9.2%.

Background

The treatment progression often begins in the aisles of the pharmacy – when experiencing symptoms, many consumers head there first in search of remedies. This makes the OTC and personal care sections the ideal place to educate potential patients about new Rx products and the conditions they treat, as well as draw attention to new formulations. During this Mindset Moment™, people take notice and they take action.

Premium Location

Solutions at the Shelf™ dispensers were installed near products that most directly correlated with symptoms related to the respective conditions:

New Product Category
Store Section
Irritable Bowel Syndrome Laxatives
Overactive Bladder Adult Incontinence Products
Acne Topical Acne Products
Opioid-Induced Constipation Laxatives
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Results

The pharmacy channel proved to be an excellent “launch-pad” for the introductory campaigns, with increases in script volume achieved across the four brands:

New Product Category (brand) Average Script Lift*
Irritable Bowel Syndrome 6.0%
Overactive Bladder 7.2%
Acne 11.2%
Opioid-Induced Constipation 12.4%

*Based on 2015-2016 matched-panel research conducted by Retail Intelligence, Inc.