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
Gary Norman is executive vice president and business director for Rx EDGE. He can be reached at firstname.lastname@example.org