Marketers were asked to share an example of a specialty pharma campaign that generated strong results.

Jacob Coniglio

Head, manufacturers’ solutions group, GoodRx

The number of prescriptions written for specialty medications in the U.S. is a small percentage of the annual total (about 2% of the nearly 6 billion total scripts). However, given their cost, they are a major driver of health spending and contribute to Americans’ growing frustration with escalating drug prices. GoodRx works with specialty brand manufacturers to improve access to hubs, as well as patient assistance and affordability programs. 

GoodRx recently partnered with a pharma company that manufacturers a $5,000 per prescription life-saving treatment. To help patients overcome the access challenge for this expensive product, GoodRx integrated the manufacturer’s Direct Delivery Service where eligible patients could order it for $0. In doing so, GoodRx demonstrated an 88% lift in patient access vis-à-vis other digital media channels.

Since our launch in 2011, we have been singularly focused on helping patients afford, start and stay on drug therapy. That’s our mission.

EVP, marketing, Rx Edge Media Network

To raise awareness about carcinoid syndrome, a specialty drug client worked with us to deliver brand information using the aisles of the pharmacy as the media platform. 

The communication vehicle, an unbranded information dispenser, was placed prominently in the digestive remedies section near products that can be the first line of treatment for those who are experiencing symptoms related to the syndrome. When people head to the pharmacy, health needs are often top-of-mind. 

The campaign leveraged this “mindset moment” when consumers are receptive to relevant info and motivated to act. The initiative was a definitive success, generating a measurable lift in prescription volume in test markets vs. control markets.

Like most specialty medications, the drug was not dispensed in the retail pharmacy in the same manner as a traditional drug. But as this campaign proved, where a prescription is dispensed is not as important as where the most relevant patient audience can be reached. 

From the April 01, 2020 Issue of MM+M - Medical Marketing and Media