The ClientLeading pharmaceutical company

The ChallengeLaunching a new drug in a crowded category, our client deployed a direct-to-consumer multi-channel campaign. They asked us to help them:

•DetermineifDTCadvertisingcaneffectivelyinfluencebrandsales

•Optimizeexpendituresand increaseimpactonfuture conversionandadherence

•Understandchanneleffectiveness

The Results• Validatedcampaigneffectiveness

and consumer awareness

•UncoveredevidencethatDTC’simpactcanbemeasuredandoptimized

•Providedguidancetooptimizeresponse

Does Direct-to-Consumer Advertising Work? Ourclient–aleadingpharmaceuticalmanufacturer–wasthefifthbrandentrantinacomplexandcrowdedtherapeuticcategory.Thecategoryhadlongbeendominatedbyoneiconicbrand,thefirstdrugapprovedforthedisease.Ithadalmostbecomesynonymouswiththeconditionbythetimenewerdrugsgainedapprovalintheearly2000’s.Thenewdrugswereconsideredmoreeffectiveandpossiblysaferthantheoldertreatmentoptions.

Direct-to-Consumer(DTC)advertisingwassporadicallyusedbythesecompanies.However,thecategorygrewsignificantlyasmorechildrenandthenadultswerediagnosed.

Business Challenge AtthetimeSymphonyAdvancedMediawasengaged,ourclientwaslaunchingitsnewdrugwithamediaplanthatincludedaheavydigitalcampaignwithsomeprint.Althoughthemediateamreceivedclick-throughreportingandmaintainedaCRMdatabase,therewaslittlevisibil-ityintothecampaign’simpactonconsumerintenttotakeactionandeventualprescriptions.Paneltrackerswereputintoplacetohelpevaluateconsumerbrandperceptions,butcouldnotbetiedbacktosales.

Ayearafterlaunch,theclient’smarketresearchandbrandteamswantedtoknowwhetherDTCadvertisingwasinfluencingbrandsales--andifso,howtooptimizeexpendituresandtheirimpactonfutureconversionandadherence.Inaddition,theyalsosoughtto understandchanneleffectiveness.

Our Solution Weproposedacontrol/exposedstudytomeasureadvertisingeffectivenessthroughanonlineconsumersurveythatleveragedbrandandcampaignattributes,segmentationanalysisandmediatargeting.Thestudy’sresearchobjectivesincluded:

• Evaluatemediachannelimpactoncombinedandstandalonemetricsforonlineandprint

• Identifycreativemessagesthatarekeydriversofconsumers’opinionand intent to take action

• Increasecompetitiveshareof“IntenttoDiscusswithDoctor”

C H A n n E l S T R A T E g y , C R O S S - M E D I A R O I

Measuring Direct-to-Consumer Advertising Impact

info@symphonyam.com www.symphonyam.com

415-352-4000

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C l I E n T S U C C E S S S T O R y

Measuring Direct-to-Consumer Advertising Impact

Our Recommendations and FindingsTohelpourleadingpharmaceuticalmanufacturerunderstandthebrandandconsumerimpactoftheirmulti-channelnewdruglaunch,wedevelopedasurveysolutiontohelpprovethatdirect-to-consumeradvertisingreallydoeswork.

Ourstudyvalidatedthecombinedprintandonlinestrategy,revealingmorepowerfulimpactforthoseexposedtobothmediachannels.Optimizationrecommendationsincluded:

• Amongprinttitles,increasespendforcertaincategorieswhiledecreasingothers,basedonscorecardanalysisofmediareach,adrecognition,audienceperceptionoftheadsandpurchasefunnelimpact

What We Can Do For YouIfyouneedtounderstandthe efficacyofyourDTCchannelstrategies,improveyourmediamixfordeeperROI,gaugeandshiftconsumerbrandperceptionanddemonstratelift,wecanhelp.

• Assessadvertisingimpactateachstepofthescriptfunnel,including cross-media synergies

•OptimizeoverallmediaspendformaximumimpactandROI

• Focuscreativemessagingandadjustweight

•Optimizespendacrossmediatypes—per campaign and target audience

Ourinnovativemeasurementsolutionsandplatforms,expertisein cross-media measurement and unparalleledclientserviceswillhelpyouinformandvalidateyourDTCmediainvestments.

info@symphonyam.com

www.symphonyam.com

415-352-4000

©2011,SymphonyAdvancedMedia.Allproductnameshereinarethepropertiesoftheirrespectiveowners.5/11

• AdjustspendallocationsamongonlinemediapartnersbasedonanalysisofWebsiteaudiencedimensionssuch asconditionsufferers,caregiversandcurrent treatments.

• Focusmessagingonthreekeybrandattributeswhichweredriversofintenttodiscusswithdoctorbutwerenotacampaignfocus.

• Adjustweightofonlinecreativesfortargetaudiencesegmentsbasedonmedia reach, ad recognition, audience perceptionoftheadsandimpactonpurchasefunnelmetrics.

The ResultsThe campaign increased metrics through theentirepurchasefunnel,nearly doublingawarenessofthebrandandintent to research the drug online, and drivingsubstantialgainsinintenttovisitthebrandwebsiteandtodiscussthebrandwithadoctor.SymphonyAMhasgiventhebrand teammuchmorevisibilityandcontroloveritsmarketinginvestments,enablingittoefficientlymaximizeprescriptions andROI.

WithSymphonyAM’sevidencethatDTC’simpactonprescriptionscanbemeasuredandoptimized,thebrandteamincreasedtheirmediaactivityandrevisedtheirprintcampaign,whileitsagenciesoptimizedcreativeandmedia.

After6monthsthebrandteamrequestedthatSymphonyAMconductadeeperanalysisintotargetaudiencesegmentationtoguideexpandingmarketingeffortsevenfurther.

Awareness

Opinion

Consideration

Intent to Research Online

Intent to Visit Web Site

Intent to Discuss with Doctor

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