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 1995-99391 drugs, 16,696 monthly observationsDetermined marginal ROI

JAD, $5.00 +/- $0.88PME, $3.56 +/- $1.92DET, $1.72 +/- $0.19DTC, $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 StudiesDesigned 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

1116

23

44

05

1015202530354045

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

05

1015202530354045

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

02468

1012

% change

1st 6 Months 2nd 6 Months

ControlHigh 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 Questionnaire

• Prompts seeking more information or re-examination of treatment• Helps with clinical decisions• Adds to information provided by company representative

• Has immediate appeal to gain interestHas immediate appeal to gain interest• Communicates clearly and quickly

• 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 VerispanReach & 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

66687072747678808284

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

05101520253035404550

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

0102030405060708090

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

0102030405060708090

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

0102030405060708090

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

0102030405060708090

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