DTC National - Rx TV Advertising Holy Grail - Measure, Validate and Optimize Your TV ROI

775 views

Published on

At The DTC National Conference, Fariba Zamaniyan of TRA and Kristy Branco, Ph.D. of Sunovion co-presented a case study about how TRA and its partner IMS Health leveraged single-source, naturally occurring TV exposure and aggregated and anonymized patient level data to validate and provide empirical intelligence to support Sunovion’s media efficiency efforts for this blockbuster brand.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
775
On SlideShare
0
From Embeds
0
Number of Embeds
226
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • ABC • April 2010
  • DTC National - Rx TV Advertising Holy Grail - Measure, Validate and Optimize Your TV ROI

    1. 1. TRA Confidential | 1TRA Confidential Copyright 2012 TiVo Research and Analytics, Inc. 1TRA ConfidentialMeasure, Validate andMeasure, Validate andOptimize Your TV ROIOptimize Your TV ROI
    2. 2. TRA Confidential | 2Just over half of Rx DTC promotionJust over half of Rx DTC promotiondollars goes to TVdollars goes to TV56%Source: Kantar Media
    3. 3. TRA Confidential | 3However, the Rx TV investmentHowever, the Rx TV investmenthas been declininghas been decliningSource: Kantar MediaTV Dollars (millions)
    4. 4. TRA Confidential | 4Key Factors Behind Declining Rx TV SpendKey Factors Behind Declining Rx TV SpendAdd visual orgraphic1. Recession2. Stricter Copy Guidelines3. Patent Expirations4. Fewer Drug Launches5. Fewer Block Buster brands6. Lack of Metrics to Justify andSecure the Investment
    5. 5. TRA Confidential | 5Traditional metrics are not enoughTraditional metrics are not enough NRx, TRx sales tracking Market Mix Modeling Other Survey Research Survey Based Consumer Awareness Tracking Survey Based Physician ATUs Web visits
    6. 6. TRA Confidential | 6 What is the sales lift? Where was the ad seen? How many times? How many Days elapse from 1stexposure to 1stRx? Where do new patients source from? What was the impact of the media plan?GRPs investedFlighting (Cumulative Reach and Frequency)Program PlacementTraditional metrics do not report the direct linkTraditional metrics do not report the direct linkwe need between TV Ad exposure and Sales Liftwe need between TV Ad exposure and Sales Lift
    7. 7. TRA Confidential | 7The Irony is…The Irony is…YOU CAN’ToptimizeTVEFFICIENCYwithoutthe answersTO THESE METRICSYOU CAN’ToptimizeTVEFFICIENCYwithoutthe answersTO THESE METRICS
    8. 8. TRA Confidential | 8Big Data is Changing the Face ofPerformance Measurement
    9. 9. TRA Confidential | 9Advances in Digital TV technology have made TV aAdvances in Digital TV technology have made TV amore accountable medium and a Big Data Sourcemore accountable medium and a Big Data SourceSET TOP BOXreturn pathtechnologySECOND-BY- SECONDNational LiveTIME SHIFTED
    10. 10. TRA Confidential | 10Combining Big Data to Quantify TV ImpactCombining Big Data to Quantify TV Impact*HIPAA Certified TV data is thenmatched to IMS APLDdata Quantify theproportion of DTCreached individualswho “converted” ornew to brand post adexposure900k Single-Source Adults18+De-identification software via aDe-identification software via a third party matchthird party match brings empirical data togetherbrings empirical data together Naturally occurringcapture of live +recorded in-home TVconsumption Identify persons whowere reached howoften and whereexposed
    11. 11. TRA Confidential | 11Aggregated, AnonymizedAggregated, AnonymizedSingle-Source Sample of AdultsSingle-Source Sample of Adults
    12. 12. TRA Confidential | 12TV SPEND isNOT just aboutBLOCKBUSTERSanymore!!TV SPEND isNOT just aboutBLOCKBUSTERSanymore!!
    13. 13. TRA Confidential | 13 Single Source DataApplications for LUNESTA®
    14. 14. TRA Confidential | 14LUNESTALUNESTA®® Case StudyCase StudyCo-presentation of TRA Application at the April 2013 DTCCo-presentation of TRA Application at the April 2013 DTCNational Conference, Washington DCNational Conference, Washington DCSunovion Pharmaceuticals has been aninnovator in both the execution andadvancement of consumer mediastrategies for its widely recognized andiconic DTC TV brand LUNESTA® .  At The DTC National Conference, FaribaZamaniyan of TRA and Kristy Branco, Ph.D.of Sunovion co-presented how TRA and itspartner IMS Health leveraged single-source, naturally occurring TV exposureand aggregated and anonymized patientlevel data to validate and provideempirical intelligence to optimizeSunovion’s media strategy for thisblockbuster brand.
    15. 15. TRA Confidential | 15What did Sunovion learn?What did Sunovion learn?Through the application of TRA single sourcedata, we validated:1. TV is too important to abandon Supports a positive ROI1. With less TV investment, a positive ROIcould still be achieved within a year2. Continue to support the investment

    ×