Farewell April showers, and hello May flowers. The mild May weather welcomes flowers from their long hibernation. This spring month also greets planning season for pharma brands who are strategizing for the rest of the year. As the May “F.L.O.W.E.R.S” begin to bloom, let’s shine sunlight on budding ideas regarding Solutions at the Shelf™ programs.
F is for, Fast-forward
The retail pharmacy has an engaged audience with no fast-forward button. People can flip through the pages of a magazine or try to bypass television commercials, but they won’t grab the remote and skip a message that they encounter when health and wellness is top of mind.
When consumers are in the Mindset Moment™ walking the aisles of the pharmacy, they are seeking solutions and are more open to the information that they come upon.
L is for, Leverage
Effective marketing strategies typically involve multiple channels to ensure messages reach and motivate the right audience. Each platform has its own set of unique benefits and limitations when reaching a group of potential consumers.
The key to selecting the perfect multichannel marketing strategy, is to reach the right group of prospective patients and to do so while they are searching for solutions, willing to focus attention, and motivated to take action.
O is for, OTC products
The Rx EDGE Solutions at the Shelf™ network functions similarly to other media networks. Brands select space based on where the largest group of potential patients can be reached.
The store-section decision is often based on the presence of a “corresponding” OTC product. Brands often want to be placed in front of a specific OTC product in their desired section.
However, many brands have no direct OTC corollary. Those brands have been very successful in reaching prospective patients in the pharmacy aisles as well, because they see the value of the large audience that can be reached there. OTC corollary or not, Solutions at the Shelf™ programs have seen success in the aisles of the pharmacy across multiple categories.
W is for, Winning
Numerous Rx EDGE Solutions at the Shelf™ campaigns have won awards in multiple categories including best unbranded campaign, best pharmacy effort, and outstanding creative.
E is for, Engaged
Grab the attention of consumers in the pharmacy. How do you do that? By standing out with engaging creative.
When “creating creative” for the retail pharmacy setting, generate “stopping power” by making a bold statement or using call-to-action messaging. Eye-catching graphics drive consumers to your messages.
R is for, Results
The pharmacy lends itself well to quantitative measurement. Every Solutions at the Shelf™ initiative can be reliably measured though a test vs. control matched panel analysis.
Results are supplied to the client at the conclusion of the analysis period. This enables pharmaceutical marketers to evaluate their results and optimize their investment.
S is for, Specialty Access
A consumer communication platform for specialty drugs and biopharmaceutical, Specialty Access arms patients with practical product knowledge and resources while reinforcing unique value messages.
Spring flowers are nothing without the welcomed sunshine that the month of May brings. As your pharma brand continues to grow and thrive, make sure they are in the Solutions at the Shelf™ “sun” and let the in-store pharmacy media program shine a light on your marketing plan.