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Analysis of Winning Advertisements
Agenda
• Recap Past Studies
• Review Objectives
• Review Criteria
• Evaluate New Rx Performance for Winners
• Next Steps
Perspective
• Does Journal Advertising Work?
• Does Advertising Have an Impact on Rxs?
• How Much Advertising is Necessary?
Chronology and review of significant research
ROI Analysis of Pharmaceutical PromotionLandmark study
historical data for 1995-99
391 drugs, 16,696 monthly observations
Determined marginal ROI
JAD, $5.00 +/- $0.88
PME, $3.56 +/- $1.92
DET, $1.72 +/- $0.19
DTC, $0.19 +/- $0.52
Dartmouth Marginal ROI Study, 2001RAPP
• Analysis of ROI for Pharmaceutical Promotion– Extended data 1995-2000; 21,436 monthly observations– Examples of findings:
• $500M+/1998-2000: All tactics generate positive returns for average brand, but under spending on JAD and PME
– Additional spend on journals could have very positive returns for both small brands and large brands
Yale Marginal ROI Study, 2002ARPP
•Select targeted physician specialties•Oncology•Pulmonary Disease•Psychiatry•Neurology
• Analyze Top 10 Products for Each Specialty• Spend levels• Reach & Frequency Levels
Baseline Study10 month advertising campaign
Follow-up StudyEvaluate Results
Total of 203 insertions$1,083,466 in advertising space
•Oncology - $73,280•Pulmonary Disease - $91,925•Neurology - $99,639•Psych - $105,398•Primary Care - $432,577
Pulmonary Disease – 75%Psychiatry – 54%Oncology – 48%Neurology – 43%
Monthly ExposuresMonthly Exposures
Pulmonary Disease – 75%Psychiatry – 54%Oncology – 48%Neurology – 43%
Monthly ExposuresMonthly Exposures
Baseline Post-Campaign
Yes 24% 45%
No 74% 54%
Not Sure 2% 1%
The Awareness increased by 89%!
Are you aware of the availability of the Directory of Prescription Drug Patient Assistance Programs, from (PhRMA)?
• Neurologists were exposed least (43%/mo)– Awareness increased 69%
• Pulmonary Disease were exposed most (75%/mo)– Awareness increased by 117%
Two Product-Specific Studies
Designed to measure the relationship of detailing and print advertising
• Select two products in major therapeutic areas– No previous PCP promotion
– Patent-protected
– One year test period
• Four Cells of 16,000 PCP’s– Control Group
– Low level of promotion
– Average level of promotion
– High level of promotion
• Pretest each advertisement
• Launch Campaigns
• Six Month PosTest
– Ad Recognition
– Product Recall
– Correct Message Association
– New Rx’s
• New Rx Analysis
• Twelve Month Results
• “B” PreTest– 57% physicians unsure/negative
• too busy, too crowded, too much information
– Recommended to change ad size from 2 pages to 4 pages
– Not Done
• Subsequent change of detail message
Metrics did not change: PCP NRx
Mar-Aug ‘03 Mar-Aug ‘04 % Change
Control 5,707 8,287 45.2%
Cell I 5,438 7,845 44.3%
Cell II 5.946 8,718 46.5%
Cell III 6,713 9,650 43.8%
• “A” PreTest– Good pretest acceptance
– Accepted visual elements
– Accepted headline
• Recommended message simplification– adjusted
11
16
23
44
0
5
10
15
20
25
30
35
40
45
Control Low Cell Average Cell High Cell
Product Recall – six months
21
44 45
58
0
10
20
30
40
50
60
Control Low Cell Average Cell High Cell
Ad Recognition – six months
0
5
10
15
20
25
30
35
40
45
Control Low Cell Average Cell High Cell
3229 26
44
Correct Message Association – six months
0
20
40
60
Control Low Cell Average Cell High Cell
.
.40% 40% 41% 42%
43%38%
46%52%
Company Records
Physicians’ Perception
Perception of Detailing – six months
First Choice Therapy
31 3032
38
0
5
10
15
20
25
30
35
40
Percent
Control Cell 1 Cell 2 Cell 3
Product “A” Six Month PosTest
0.1
9.79
0.1
11.07
0
2
4
6
8
10
12
% change
1st 6 Months 2nd 6 Months
Control
High cell
Change in NRx
9.79
11.07 11.16
9
9.5
10
10.5
11
11.5
% change
1st 6Months
2nd 6Months
Post TestPeriod
High cell
(8 months)
Change in NRx
Doctor’s Choice Awards
Journal Advertisement Attributes – Doctors’ Choice QuestionnaireJournal Advertisement Attributes – Doctors’ Choice Questionnaire
• Prompts seeking more information or re-examination of treatment• Prompts seeking more information or re-examination of treatment• Helps with clinical decisions• Helps with clinical decisions
• Adds to information provided by company representative• Adds to information provided by company representative
• Has immediate appeal to gain interestHas immediate appeal to gain interest• Has immediate appeal to gain interestHas immediate appeal to gain interest• Communicates clearly and quickly• Communicates clearly and quickly
• Reminds about value of product prescribed• Reminds about value of product prescribed
Doctor's Choice Awards 2006
• Majority of winning advertisement achieved increased New Rx's
Doctor's Choice Awards 2007
• Newest findings
Once again, the overwhelming majority of winners gained New Rx marketshare
New Rx's data contributed by Verispan
Reach & Frequency data contributed by MARS Medical
Lipitor
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
CardiovascularsCardiovasculars
Lipitor
73
84
80
76
66
68
70
72
74
76
78
80
82
84
GP FP IM CA
*This is read as 76% of the Card universe was exposed *This is read as 76% of the Card universe was exposed to the Lipitor ad each month of the campaignto the Lipitor ad each month of the campaign
Zovirax
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
Generic environmentGeneric environment
DermatologicalsDermatologicals
Zovirax
54
0
10
20
30
40
50
60
Derm
Novolog FlexPen
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
DiabetesDiabetes
Novolog FlexPen
49
0
5
10
15
20
25
30
35
40
45
50
Diabetes/Endo
Zyvox
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
Amoxicillin in group
Anti-InfectivesAnti-Infectives
Zyvox
82
0
10
20
30
40
50
60
70
80
90
ID
Halflytely
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
GastroenterologicalsGastroenterologicals
Halflytely
62
0
10
20
30
40
50
60
70
Gastro
Keppra
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
NeurologicalsNeurologicals
Keppra
62
0
10
20
30
40
50
60
70
Neuro
NuvaRing
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
Obstetricals/GynecologicalsObstetricals/Gynecologicals
NuvaRing
73
0
10
20
30
40
50
60
70
80
OB/GYN
Tarceva
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
OncologicalsOncologicals
Tarceva
83
0
10
20
30
40
50
60
70
80
90
Oncologists
Gardasil
0
0.05
0.1
0.15
0.2
0.25
PediatricsPediatrics
Gardasil
5760
36
54
0
10
20
30
40
50
60
GP FP IM Ped
Lunesta
12.00%
12.50%
13.00%
13.50%
14.00%
14.50%
15.00%
PsychiatricsPsychiatrics
Lunesta
73
85
7468
47
0
10
20
30
40
50
60
70
80
90
GP FP IM PSY OB
Flomax
36.00%
36.50%
37.00%
37.50%
38.00%
38.50%
39.00%
39.50%
40.00%
40.50%
41.00%
UrologicalUrological
Flomax
88
0
10
20
30
40
50
60
70
80
90
Uro
Conclusions
• Identify effective messages/creative
• Measure New Rx’s Over Time
• Successful messages are effective with ample execution
The winning products continue to demonstrate success in recognition and performance