Roska Healthcare has developed a non-personal promotion (NPP) strategy for Cephalon's skeletal muscle relaxant, Amrix.
Using Rx data provided by Cephalon, Roska's campaign is designed to enhance existing sales efforts, segmenting targeted physicians based on select data points, with each physician segment receiving the appropriate number of contacts to maintain the desired promotional level.
Christine Pyfer, Amrix brand team leader, said that to date, the Amrix “Freedom” campaign has exceeded the company's initial projections. “Not only have the segmentation capabilities of non-personal promotion allowed us to effectively target only those physicians who represent the best prospects for our brand, but we've been able to customize our messaging accordingly and, most importantly, we've been able to measure the results,” said Pyfer.
Jay Bolling, president at Roska, said that part of the agency's strategy is to help Rx brand teams leverage NPP, identifying the best targets and optimizing NPP channels. “Our strategy includes using channels such as direct mail, email, teledetailing and eDetailing, delivered through the mail, and on laptops, PDAs and smart phones,” he said. “We've found that targeted promotional messages can effectively reach healthcare practitioners with medically relevant information at their convenience via the channels of their preference.”