New "unique products" typically have rapid New Rx growth and therefore can generate a positive
return-on-investment during their first year on the market.
An analysis of 6 CTS Rx studies for newly introduced "unique products" reveals that an extremely
high ROI can be achieved even though each had less than one year on the market. In all cases, the
6 products evaluated by ACNielsen HCI had unique attributes ... new medical entities (NMEs), breakthrough
drugs, etc. ... and competed in an important therapeutic category. Further, each product received strong
promotional support relative to detailing and journal advertising. Importantly, each product also
had a unified campaign (sales aid and journal ad complemented each other) which conveyed a believable
and relevant message.
The average return-on-investment (ROI) ... for the 6 products analyzed ... for print only was $3.34 for every
dollar invested. Detailing only produced a return of $2.46 for every dollar spent. When print is overlaid
on detailing, ROI increases by 62% to $4.00/$1.00.
|
)
