|
|
FOR IMMEDIATE RELEASE ACNielsen HCI Provides Pharmaceutical Companies with Effective Tracking of Rx and OTC Purchases PRINCETON, NJ - June 25, 2003 - To assist pharmaceutical companies with tracking the impact of direct-to-consumer (DTC) promotions of Rx and over-the-counter (OTC) medication purchases, ACNielsen HCI, a national pharmaceutical promotion research organization, announced on Tuesday, June 24, during the 13th Annual Direct-to-Consumer Marketing & Advertising Conference in Philadelphia, PA, the availability of CTS Homescan™. Using advanced in-home scanning technology, ACNielsen's Homescan™ tracks Rx and OTC purchases, usage and attitudes among a consumer panel of 15,000 households or approximately 36,000 individuals nationwide. CTS Homescan overlays the Campaign Tracking System™ questionnaire on the Homescan panel to document media exposures. "We're 'closing the loop,' so to speak, by looking at actual consumer purchases based on whether someone saw a company's promotional campaign," said C. Marshall Paul, president, ACNielsen HCI. "One of the most significant issues facing the pharmaceutical industry is low patient compliance. In fact, statistics indicate that only two in ten patients take their prescribed medication as directed," said Paul. "With CTS Homescan, pharmaceutical companies can not only track their products and obtain quantitative, projectable insights that indicate who is using their products and how often, they can also start to learn the 'why' behind compliance and persistence, so they can help physicians get their patients to take necessary medications." According to Paul, industry research also reveals that direct-to-consumer promotion plays an important role in patient compliance with physician-prescribed treatment regimens, and that patients who actively request specific medication brands from their physicians - as a result of DTC promotions - are more diligent about following usage guidelines. CTS Homescan™ provides insight on the effectiveness of these DTC promotions including sample conversion rates, as well as information on brand loyalty and the relationships between Rx and OTC. "By understanding patients' purchasing patterns and trends, pharmaceutical companies will be able to target their promotions and ideally increase product sales and grow their businesses," said Paul. CTS Homescan™ seamlessly integrates the global leadership of the ACNielsen family. It combines the expertise of ACNielsen BASES, which specializes in ROI forecasting and validation; ACNielsen HCI, which focuses on campaign awareness, message association, message diagnostics and intended action; and ACNielsen, which provides actual purchase data, including purchase frequency, purchase cycle, compliance/persistence and correlations between Rx and OTC products. The CTS Homescan™ service combines the ACNielsen HCI CTS™ with the Homescan Rx/OTC panel. The CTS™ direct mail questionnaire quantifies campaign quality along with the degree to which panel members (condition sufferers) are exposed to various forms of promotion. Initial purchases, compliance and persistence are then evaluated according to DTC promotion exposure and accordingly, the CTS Homescan™ service evaluates sales response to DTC promotion. Upon completion, ACNielsen BASES reviews this data and provides the responding return on investment calculation. For more information about ACNielsen HCI and its services, visit the website at www.acnielsenhci.com, call toll-free About ACNielsen HCI Based in Princeton, NJ, ACNielsen HCI is a national pharmaceutical promotion research organization and a recognized leader in physician and consumer promotion planning, measurement and analysis. Since 1982, ACNielsen HCI's strategic promotion planning and evaluation expertise has powered sales, profitability and competitive advantage for pharmaceutical companies through the application of its unique blend of integrated quantitative and qualitative research. Leveraging the insight, knowledge and deep normative data gathered through analysis of more than 6,400 promotional campaigns, ACNielsen HCI provides research solutions addressing critical marketing and sales issues. The company has strong and deep norms in most therapeutic areas.
|
|
 |
|
| About Us | |
| Solutions | |
| News | |
| Sales & Marketing | |
| Market Research | |
| FAQs | |
| Home | |
| Contact Site Map Links |