A market leading Osteoporosis medication identified the opportunity to raise awareness of bone density and brittle bones amongst Tonic’s indexed over 60+ audience.
The two-phase six month campaign combined high quality unbranded health literacy content with high rotation digital display, with a strong call to action to speak to their Doctor at both point-of-care and point-of-dispensing across 2,957 sites nationally.
Throughout Phase 1, Tonic intervention sites were shown to write 2% more scripts, by the conclusion of Phase 2 these sites had achieved a 5% uplift in prescribing over the controlled sites according to analysis of NostraData Rx by independent data firm Field Force Planning.
Why It Matters
Whilst the total number of additional scripts written (5,137) may seem insignificant, it’s worth noting that because of the cost of the medication, the client achieved a pleasing 5:1 ROI.
Of course, the sustained increase post-campaign (repeat prescriptions, new initiations, and ongoing change in GP prescribing behaviour), would suggest there is a lifetime value calculation which would lead to a much higher ROI.