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