dtc national - rx tv advertising holy grail - measure, validate and optimize your tv roi
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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.TRANSCRIPT
TRA Confidential | 1
TRA Confidential Copyright 2012 TiVo Research and Analytics, Inc. 1
TRA Confidential
Measure, Validate andMeasure, Validate andOptimize Your TV ROIOptimize Your TV ROI
TRA Confidential | 2
Just over half of Rx DTC promotion Just over half of Rx DTC promotion dollars goes to TVdollars goes to TV
56%
Source: Kantar Media
TRA Confidential | 3
However, the Rx TV investment However, the Rx TV investment has been declininghas been declining
Source: Kantar Media
TV Dollars (millions)
TRA Confidential | 4
Key Factors Behind Declining Rx TV SpendKey Factors Behind Declining Rx TV Spend
Add visual or graphic
1. Recession2. Stricter Copy Guidelines3. Patent Expirations 4. Fewer Drug Launches 5. Fewer Block Buster brands6. Lack of Metrics to Justify and
Secure the Investment
TRA Confidential | 5
Traditional 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
TRA Confidential | 6
What is the sales lift?
Where was the ad seen? How many times?
How many Days elapse from 1st exposure to 1st Rx?
Where do new patients source from?
What was the impact of the media plan?
GRPs invested
Flighting (Cumulative Reach and Frequency)
Program Placement
Traditional metrics do not report the direct link Traditional metrics do not report the direct link we need between TV Ad exposure and Sales Liftwe need between TV Ad exposure and Sales Lift
TRA Confidential | 7
The Irony is…The Irony is…
YOU CAN’T
optimize
TV EFFICIENCY
without
the answers
TO THESE METRICS
YOU CAN’T
optimize
TV EFFICIENCY
without
the answers
TO THESE METRICS
TRA Confidential | 8
Big Data is Changing the Face of Performance Measurement
TRA Confidential | 9
Advances in Digital TV technology have made TV a Advances in Digital TV technology have made TV a more accountable medium and a Big Data Sourcemore accountable medium and a Big Data Source
SET TOP BOXreturn path technologySECOND-BY- SECOND
National LiveTIME SHIFTED
TRA Confidential | 10
Combining Big Data to Quantify TV ImpactCombining Big Data to Quantify TV Impact
*HIPAA Certified
TV data is then matched to IMS APLD data
Quantify the proportion of DTC reached individuals who “converted” or new to brand post ad exposure
900k Single-Source Adults
18+
De-identification software via a De-identification software via a third party match third party match brings empirical data togetherbrings empirical data together
Naturally occurring capture of live + recorded in-home TV consumption
Identify persons who were reached how often and where exposed
TRA Confidential | 11
Aggregated, Anonymized Aggregated, Anonymized Single-Source Sample of AdultsSingle-Source Sample of Adults
TRA Confidential | 12
TV SPEND is
NOT just about
BLOCKBUSTERS
anymore!!
TV SPEND is
NOT just about
BLOCKBUSTERS
anymore!!
TRA Confidential | 13
Single Source Data Applications for LUNESTA®
TRA Confidential | 14
LUNESTALUNESTA®® Case Study Case Study Co-presentation of TRA Application at the April 2013 DTC Co-presentation of TRA Application at the April 2013 DTC National Conference, Washington DC National Conference, Washington DC
Sunovion Pharmaceuticals has been an innovator in both the execution and advancement of consumer media strategies for its widely recognized and iconic DTC TV brand LUNESTA® .
At The DTC National Conference, Fariba Zamaniyan of TRA and Kristy Branco, Ph.D. of Sunovion co-presented 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 optimize Sunovion’s media strategy for this blockbuster brand.
TRA Confidential | 15
What did Sunovion learn?What did Sunovion learn?
Through the application of TRA single source data, we validated:
1. TV is too important to abandon Supports a positive ROI
1. With less TV investment, a positive ROI could still be achieved within a year
2. Continue to support the investment