Communicating at Point of Care and Point of Sale
Client X’s objectives included driving awareness about cholesterol, educating patients on the role of the components of cholesterol and increasing awareness of their brand.
Target: Health developed a multi-tiered strategy that provided health-related information in waiting rooms (wall units), exam rooms (posters), and health and wellness centers (digital screens) while also intercepting patients at the point of sale using shelf-mounted take-one dispensers in pharmacies over a six month period.
Test and control panels (matched for geographic locations, shopper demographics, and prescription volume) set up to analyze the results of the retail store component revealed that the stores with shelf-mounted dispensers showed increased brand prescription volume (TRx) by 5.7%, with an increase in new prescriptions (NRx) of over 9.6%.
An increase in brand prescription volume of 9.9% in control stores and 12.9% in test stores (compared with base period) revealed that the overall media mix contributed to a lift in prescription volume and that the added support of a pharmacy tactic served to improve the campaign’s effectiveness.