_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
The Client:
A major pharmaceutical company's prescription GERD medication brand.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
The Challenge:
Find highly qualified leads and enhance the brand's consumer database.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
The Method:
MTS profiled its database of more than 9 million health-conscious consumers to provide prequalified leads. Only members who had previously responded that they or someone they knew were interested in receiving more information about prescription GERD medication were given the brand's free trial offer and an information kit. The names and addresses of these high-potential households were then used to enhance the promoted brand's consumer database. A follow-up email survey was sent to program participants to see how the offer impacted their brand awareness and prescription behavior.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
The Results:
- ROI of 8.7: 1.
- Offer recall rate of 48%, compared with 25% for traditional advertising.
- Rate of physician visit 30%, compared with 5% for traditional advertising.
- Of patients who received a sample, 62% received a sample of the promoted brand.
- 86% of patients who received a promoted brand prescription filled it.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Back to case studies...
|
|
|
