Pharmacy Campaigns- Growing Brands by Reaching Health-Minded Patients

1. Jim O’Dea
President and CEO
Rx EDGE
Pharmacy Campaigns –
Growing Brands by Reaching Health-Minded Patients

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Did You Know?

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Beyond a Dispenser of Drugs
&

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Beyond a Dispenser of Drugs
&

5. What percentage of Americans live within 5
miles of a pharmacy?
A. <70%
B. 80%
C. 90%
D. 98.6%
5
Question 1

6. 90% of Americans live within 5 miles of a pharmacy
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Answer 1

7. What percentage of Americans visit a pharmacy
in a typical week?
A. <60%
B. 60-69%
C. 70-79%
D. 80-89%
E. >90%
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Question 2

8. 86% of Americans visit pharmacies each week
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Answer 2

9. What percentage of prescriptions are dispensed
in retail pharmacies?
A. <60%
B. 60-69%
C. 70-79%
D. 80-89%
E. >90%
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Question 3

10. 87% of prescriptions are dispensed in retail pharmacies
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Answer 3

11. 90% of Americans live within 5 miles of a
pharmacy
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The Facts
86%, or 275 million Americans, visit pharmacies
each week
87% of prescriptions are dispensed in retail
pharmacies
BONUS: 81% of people use OTCs as their first line of
defense

12. Healthcare reform
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Transforming Landscape
Projected upwards of 30 million newly insured
Primary care physician (PCP) shortages
Projected around 65,000
Aging America
10,000 Americans turn 65 daily

13. In terms of reach, the POC channel is second
only to TV with most Americans seeing or
hearing an ad within the last 12 months
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Ad Spend
Spend
$2 billion on television ads
$1.4 billion on digital media
$400 million for POC advertising
Source: ZS Associates, Washington Post, emarketer

14. Mindset Moment™
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A state of mind when consumers’ attention is
on their health or healthcare, and they are
receptive to information and motivated to take
action i.e. healthcare is top of mind
Jimmy still hasn’t
gotten rid of his cough, I
wonder if he has allergies?
I need some advice.
It seems like I'm always
buying heartburn medicine...
could it be something
more serious?
Maybe my chronic
joint pain is due to RA, it
does run in my family.
Because of my diabetes,
my doctor says I should keep
my feet healthy. I'll check the
Foot Care section for ideas.

15. Consumer Avoidance
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16. CASE STUDY
ADHD

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About Solutions at the Shelf™
Take-one inserts contained
in Solutions at the Shelf™
dispensers can convey
product/condition
information and promote
doctor communication

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Retailer Location
4,000 Stores across during a 26 week run:
&

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Indications
Adult Child

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Adult Indication
Objective
Raise awareness about adult ADHD
Messaging
“Are you considering ADHD treatment?”
Booklets Inserts
Use a “symptom quiz” to drive a conversation
with the doctor

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Child Indication
Objective
Reach a large audience of parents during the back-
to-school timeframe
Messaging
“Are you considering ADHD treatment for your
child?”
Booklet Inserts
Deliver detailed product information about a
significant point of difference vs. other drug
therapy options

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Direct OTC Corollary Products
INDICATION STORE SECTION
Allergy Sinus
Chronic Constipation Laxative
Dry Eye Eye Care
Flu Cold/Cough
GERD Antacid
Skin Condition Skin Care
ADHD ?

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Brand and condition demographic factors1
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3
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Comorbidity disease states
Large foot traffic areas of stores
Other related market data
Store Section Considerations

24. Vitamin Section for Adult version
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Selected Store Sections
Analgesics Section for Child version

25. Store Traffic
• Audience: 182 million in a twelve-week period
• Heavily shopped OTC section
– $3 billion in dollar sales
– About 400 million in unit sales
– 46% of U.S. households buying
• 77% of people use a multivitamin
• 64% of people purchase their vitamins in retail
pharmacies such as CVS and Walgreens
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Vitamin Rationale

26. Store Traffic
• Audience: 262 million in a twelve-week
period
• Heavily shopped OTC section
– $4 billion in dollar sales
– Over 700 million in unit volume
– 65% of households buying
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Analgesic Rationale

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Measurement Methodology
Test vs. Control
Matched Store Panels

28. Matched pairs are created based on
key attributes including sales patterns,
geography, customer demographics,
hours of operation, and store footprint
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Research Design
Panel matches are refined further
based on scripting volume during the
twelve-week Base Period
1
2

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NRx 9,697
RRx 2,620
INCREMENTAL SCRIPTS GENERATED
Script Lift Results
The Rx EDGE program:
Increased TRx’s by 12,317 scripts
Increased RRx’s by 2,620 scripts
Drove most of the increase from
NRx, 9,697 new scripts

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Script Percent Increases
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
ADULT & CHILD ADULT ONLY CHILD ONLY
5.7%
3.5%
4.6%
8.8%
5.4%
7.1%
2.5%
1.6% 1.9%
TRx NRx RRx

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ROI
Single Script ROI: $10.14
Patient Value ROI: $18.12

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What We’ve Covered
Pharmacy innovation and evolution1
Consumer behavior = receptive2
Pharmacy program implementation and results3

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