Pharmaceutical

Osteoporosis

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.

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Outcomes

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.

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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.