{"id":50,"date":"2013-11-08T15:34:53","date_gmt":"2013-11-08T21:34:53","guid":{"rendered":"http:\/\/www.rx-edge.com\/blog\/?p=50"},"modified":"2016-05-24T09:58:38","modified_gmt":"2016-05-24T14:58:38","slug":"follow-yellow-brick-road-successful-program","status":"publish","type":"post","link":"https:\/\/www.instephealth.com\/blog\/follow-yellow-brick-road-successful-program\/","title":{"rendered":"Follow the Yellow Brick Road to a Successful Program"},"content":{"rendered":"

\"yellow<\/p>\n

Solutions at the Shelf\u2122 is a targeted, efficient way to deliver healthcare communications to consumers. Through information dispensers delivered in the aisles of the retail pharmacy, pharmaceutical brands can execute programs in geographic markets that fit their strategy and utilize appropriate sections of the store to engage their prospective patients. While there is no set formula to guarantee a perfect retail pharmacy program, there are certain things a brand can do to lead it down the yellow brick road path to a successful program. By taking a close look into our numerous case studies<\/a>, some common threads emerged. Following this, we can find the elements of an effective Solutions at the Shelf\u2122 effort!<\/p>\n

We\u2019re Not in Kansas Anymore: Location, Location, Location<\/strong>\u00a0\u00a0\u00a0<\/b><\/span><\/h2>\n

\"Locate<\/p>\n

We all have heard it before, \u201clocation, location, location,\u201d but it bears repeating as it relates to in-store communications.\u00a0 Brands that properly place will \u201cplace\u201d, so to speak. Location selection is based on identifying where the largest audience of potential patients can be reached.\u00a0 For brands that already have an over-the-counter (OTC) \u201ccounterpart\u201d, placement near said OTC \u201ccounterpart\u201d or in the aisle most closely associated with the condition is generally the most productive approach.\u00a0 For example, an information dispenser for a dry eye product would likely be placed in the eye care section of the pharmacy.<\/p>\n

For brands with no correlative OTC product, things are a bit more challenging and that is where demographic factors, store traffic and related market data play a role.\u00a0 In this regard, the Solutions at the Shelf\u2122 network functions in the same way as other media forms. For a Low Testosterone medication for example, the Men\u2019s Health\/Grooming aisles make the most sense.\u00a0 The choice of this section follows the same criteria as one would use when selecting the most appropriate television networks such as Spike or ESPN\u2014namely, it is based on where a predominately male audience can be reached.<\/p>\n

\u2018Tis the Season for a Successful Program<\/b><\/span><\/h2>\n

Another key attribute of a Solutions at the Shelf\u2122 successful program is the selection of the right timeframe in which to execute because as we all know, timing is everything.\u00a0 Rx EDGE programs are available in multiple cycle dates throughout the year so that brands can integrate with other marketing activities or plan programs based on seasonality<\/a>, product launch period, and other factors.\u00a0 Take allergy\/cold\/cough medications, clearly these symptoms mostly spring up during the spring, closely affiliated with pollen and allergies, and in the winter, when colds and the flu rear their ugly heads. It therefore, only makes sense to run a program in the months before and during these periods.\u00a0 Brands that have done this have seen ROI\u2019s as high as $7.<\/p>\n

The back to school time period can also be leveraged. Out of the summer swimming hole and into the cesspool school. School is a breeding ground for germs, exposing children to them on a daily bases. Allergy\/cold\/cough brands can once again take advantage, but other prescription brands such as those that treat head lice too gain from promoting at the outset of the school year.<\/p>\n

Other brands can also benefit from having a program coincide with the back to school time frame as well. Because parents are shopping for and thinking about their children in the pharmacy, products in categories such as ADHD have found success implementing programs during this time.<\/p>\n

\u00a0Tell Me More: Messaging in the Aisle<\/span><\/b><\/h2>\n

Whether launching a new product or focusing on disease awareness, brands need to convey their message in a way that potential patients will find motivating and actionable. Here are some common techniques we\u2019ve seen:<\/p>\n