NO OTC COROLLARY PRODUCT

Solutions at the Shelf™ programs contribute to brand growth across the spectrum of therapeutic categories – no “OTC corollary” required!

Millions of consumers shop the health and personal care aisles every day, and act on messages delivered there

Summary

The Rx EDGE Solutions at the Shelf™ network functions similarly to other media networks, with brands selecting space based on where the largest group of potential patients can be reached. Pharmaceutical brands execute programs in the geographic markets that fit their strategy and use appropriate sections of the store to engage with their prospective patients.

The store-section decision is often based on the presence of a “corresponding” OTC product that may be the consumer’s first choice when symptoms present themselves. However, many brands that treat asymptomatic conditions or that have no obvious OTC corolllary have been very successful in reaching prospective patients in the pharmacy aisles.

Background and Objectives

Rx EDGE programs are effective for brands that treat a spectrum of conditions – including ADHD, Diabetes, Cardiovascular, COPD, OAB, Women’s and Men’s Health, and Vaccines – for which there is no over-the-counter ”remedy” for associated symptoms.

Category Communication Priorities
ADHD Deliver information to parents during the back-to-school timeframe
Type 2 Diabetes Emphasize unique product benefits
Cardiovascular Maximize delivery of brand message to the 50+ age segment
COPD Grow market share, raise disease awareness, and promote productive patient/doctor discussion
Men's Health (ED, Low T) Activate a base of new patient starts by conveying the brands' differentiated benefits
OAB Increase understanding of the condition by focusing on prevalent symptoms
Women's Health Generate brand awareness and educate women about the treatment options
Vaccines Help adults learn about their choices in flu vaccines

Premium Location

Store-section placement decisions were made based on shopper traffic, patient demographics, comorbidities, and proximity to products that treat secondary symptoms.

Category Store Section Placement Placement Rationale
ADHD Cold/Cough (children's) and Analgesics Reaches "Mom shoppers" and large adult audience
Diabetes Analgesics Heavily-shopped section of the store, often near ancillary products related to the condition
Cardiovascular Low-Dose Aspirin and Analgesics Identifies with patients who are using adjuvant products, particularly in the low-dose aspirin segment
COPD Cold/Cough Correlation to secondary symptoms
Men's Health (ED, Low T) Men's grooming products High traffic section where men are frequently shopping
OAB Adult Incontinence Reaches the target demographic with messaging related to common symptoms
Women's Health Feminine Care and Personal Lubricants Target demographic is found in this aisle; women account for the majority of trips to drug stores
Vaccines Vitamins and Cold/Cough Connection with potential symptoms; reaches a substantial adult audience
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Results

Across all categories, The Solutions at the Shelf™ programs produced a significant lift in prescription volume as well as a strong return on investment.

Category Script Volume Lift1 ROI2
ADHD 4.5% $10.14
Diabetes 4.9% $7.60
Cardiovascular 3.5% $6.60
COPD 7.1% $3.12
Men's Health (ED, Low T) 4.4% $5.91
OAB 10.1% $3.97
Women's Health 6.7% $4.60
Vaccines 19.2% N/A

Conclusion

The absence of an association with a “related” OTC product should not be considered a barrier to using Rx EDGE Solutions at the Shelf™ programs. Brands in diverse therapeutic categories have experienced excellent results in the pharmacy channel because it delivers a large and receptive audience.

1. Matched-panel research conducted by Retail Intelligence, Inc.
2. ROI calculated using Rx volume lift derived from matched-panel research, and RED BOOK™ or client-supplied pricing data