Direct to Consumer: Hit 'Em Where It Helps - Pharmaceutical Executive


Direct to Consumer: Hit 'Em Where It Helps
In-Store Promotions Capture Brand Interest

Pharmaceutical Executive

Follow-up research also showed that the in-store component of the product's DTC promotional effort had boosted overall prescription lifts significantly: At Albertsons, nearly nine percent of the 21-percent total prescription lift could be attributed to in-store displays, and CVS' pharmacy-aisle information accounted for 5.7 percent of the chain's total 17.6 percent raise in prescriptions for the product.

Consumers don't want to be hard-sold when it comes to their health. What they want is objective and credible information to make the right decisions. In-store campaigns are able to extend the reach and value of a pharma ad campaign. They add impressions while communicating more detailed brand messages to target audiences, when and where they are most receptive to them—in the pharmacy.

Gary Norman is executive vice president and business director for Rx EDGE. He can be reached at


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