Download Responding to High Demand for Specialty Targeting

Rx EDGE Pharmacy Networks: Responding to High Demand for Specialty Targeting
Programs
East Dundee, IL, July 29, 2015 − Rx EDGE Pharmacy Networks today announced the launch of Specialty
Access™, a new consumer communication platform for specialty drugs and biopharmaceuticals.
Designed to help marketers of specialty brands reach the most relevant patient groups, Specialty Access™ is
fueled by the company’s new Insight EDGE™ portfolio of customized targeting solutions. Relevant subnetworks will be identified by examining prescription sales
information in specific markets by category for segments such
as rheumatoid arthritis, MS, hepatitis C, and Crohn’s disease.
Measurement will be a key focus area of Specialty Access™. Through the use of experimental design analytics
techniques similar to those applied in the company’s long-established Solutions at the Shelf™ program, results
will be quantitatively assessed. This will allow marketers of specialty products to confidently evaluate the
impact on prescription volume and determine their return on investment.
“According to the most recent IMS data, specialty drug utilization is growing at a faster rate than traditional
drug utilization. In an effort to reach prospective patients, marketers of these types of medications are now
deploying many of the same media vehicles, such as TV and print, as their counterparts in the traditional drug
arena,” says Jim O’Dea, Rx EDGE CEO. “The pharmacy channel is an excellent consumer communication venue
for many reasons: it is a healthcare destination, millions of people come into pharmacies every day looking for
answers, and it is a highly measurable medium. In addition, there are an ever-growing number of pharmacy
providers who dispense specialty drugs.”
Specialty Access™ will drive awareness through delivery of detailed information about the product, the
condition, cost-saving tools, and support programs. The goal will be to arm people with practical knowledge,
reinforce unique value messages of specialty products, and encourage potential patients to seek and receive
appropriate care.
About Rx EDGE
Rx EDGE Pharmacy Networks delivers consumer marketing programs through retail pharmacies that include
over 30,000 chain drug stores, mass merchants, supermarkets and independents. More than 140 brands from
68 pharmaceutical manufacturers encompassing multiple therapeutic categories have deployed Rx EDGE
programs since 2000. Rx EDGE Pharmacy Networks is a business unit of LeveragePoint Media, East Dundee, Ill.
For more information, please visit www.rx-edge.com.
Contact:
Kathleen Bonetti
Vice President of Marketing
(847) 879-6036
[email protected]
www.rx-edge.com
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