 on Monday announced early results of its latest integrated ad strategy, designed to tie direct-mail marketing to its online campaign using an innovative new gadget called a 

. Until now, the easiest way to integrate direct mail and online advertising was by including a Web URL in the mailer, suggesting that a doctor visit brand.com.

 AZ conceived a  plan using a small, dimensional mailer that includes custom art, risk/benefit information, and a USB device that pops out of the side of the mailer, much like a Swiss Army knife.

The key, unlike a traditional USB thumb drive, does not hold any information. When attached to a computer, the device automatically directs the physician to a Digitas-designed Web site. The site includes exclusive information and sample order forms for AZ's prescription migraine drug 

"With Zomig, we were faced with a cluttered marketplace in terms of competition, so we were looking for a way to break through and reach the healthcare professionals in a unique way," said Michael Harpish, director of marketing at Digitas Health.

The Zomig package was sent to 400 targeted physicians in mid-June, and has seen a physician response rate of 11 percent. According to Gartner Research on Forbes.com, traditional direct mail has a response rate of 1-3 percent.

This is the first time Kyp has worked with a prescription pharma brand, and according to AZ, this is the first time company has used this kind of promotion. While a complex mailing like AZ's can cost significantly more than a traditional mail campaign (Kyp wouldn't go into numbers), the return is measured by the double-digit response rate, which can go upwards of 20 percent.

The technology can also be used to create progressive experiences. According to Lou Vastardis, president of US operations for Kyp Systems, the first time the Webkey is used to access the site, it welcomes visitors and offers more information about the technology. With every subsequent use, a personalized message welcomes the user back and new information is generated based on preferences.

"In today's world, it's not enough just to cut through the clutter and get someone's attention," Vastardis said. "It's imperative that the target audience is engaged in a way that they become educated and empowered. Then you can elicit an intended behavior."

Articles

Digitas Health touts an increase in physician traffic to AstraZeneca's pain med site. The driver? An innovative piece of mail sporting a USB Web key to access product information.

AZ Adds an Electronic Component to Direct Mail

 released its latest "Brandjacking Index," a study that tracks the online presence of six major drugs to determine if the products are being sold by shady pharmacies, used in spam e-mail, or being counterfeited outright.

The numbers aren't pretty. In June 2008, MarkMonitor found more than 20,000 Web sites abusing drug trademarks. That included 2,986 suspicious online pharmacies delivering 60 million spam e-mails.

Of the pharmacies documented, only two are certified to sell drugs by the National Association of Boards of Pharmacy. Yet the pharmacies in the study had estimated annual sales at nearly $13 billion based on an average transaction of $70, according to the report.

While the six drugs are not named, they include a lifestyle drug, a sleep aid, anti-cholesterol, and an ulcer medication.

"The brands are not the only victims of these types of abuses," said 

 vice president of communications at MarkMonitor. "There's a very real effect on consumers of these brands. Consumers' health could be at risk. You might think that you are taking a life-saving medication form a major pharmaceutical brand, yet someone is out there prescribing a diluted or fake version."

The biggest increase, year-over-year, is an 87 percent boost in offensive content on sites that are marketing pharmaceuticals. More worrisome is a 66 percent spike in e-commerce sites marketing pharmaceuticals, which jumped from 3,052 in the second-quarter of 2007 to 5,070 in the same period this year.

While the number of bogus online pharmacies is growing, so is the traffic at the sites and the deep discounts being offered. Smith also noted that these sites are engaging in paid advertisement to draw consumers.

In terms of search engine advertising, MarkMonitor only used the brand names in the search filter, which isn't exactly how most consumers search for drugs. Patients often search for a condition rather than a brand name. The survey found almost 11,835 search ads using the six drugs, representing $26 million in average annual ad spend.  None of the links connected to sites certified by the National Association of Boards of Pharmacy's Verified Internet Pharmacy Practice Sites  (VIPPS) certification program, and none went to the relevant pharma company.


Think these sites are all overseas? Think again. While the actual location of the pharmacy is unknown, 49 percent of the companies are using US hosting facilities and services. The next highest location is the UK, with only 12 percent. Smith notes that many of the pharmacies are working through different countries with billing done from one country, hosting from another, and shipment from somewhere else.

For example, one online pharmacy allegedly based in Canada uses a Web hosting service in Russia, and has a phone number with a Texas exchange. The site only sells single doses and has false accreditation.

"That said, if the location is in the US, brand holders would have a much easier time taking legal action than trying to do something across national jurisdiction," Smith said.

The average drug at a non-VIPPS site is $2.54 compared with an official site that has prices at $10.54 on average. MarkMonitor purchased a number of products from the online pharmacies that it profiled, and plans to test the efficacy of the drugs if and when it receives them.

 that it was doing everything in its power to stop illegal pharmacies. In June, it sent 25 warning letters to online companies engaging in fraudulent marketing of fake cancer medication. The agency also posted a list of signs that consumers could use to denote a potentially illegal Rx dealer.

"It's going to take a combination of both industry and government working together to clean this up," Smith said. "Gone are the days of Web sites with spelling errors and sloppy grammar—these sites look real. As a result they are prolific and are going to target brands that aren't aggressive in stopping them."

 issued in July by the European Alliance for Access to Safe Medicines (EAASM) found that 62 percent of medicines purchased online were counterfeit, while 95.6 percent of the pharmacies were operating illegally. 

News Analysis

A new study tracks six high-traffic drugs that are turning up on shady online pharmacies, usually at huge discounts. The conclusion: Fancy Web sites are suckering customers and costing pharma money and credibility.

Pharmaceutical Executive-08-27-2008

AZ Adds an Electronic Component to Direct Mail

Fake Pharmacies and Brand Jacking on the Rise