Dorland worked with the Alliance sales force to identify Actonel-prescribing physicians in each market. These physicians were invited to participate in events to provide patient education about osteoporosis and treatments and to promote the events in their offices.
The program had three main objectives: torive more women past menopause to ask their physicians about Actonel; to increase awareness of the brand attributes: fast fracture protection; GI tolerability; once-a-week dose, rather than previous daily-dose version; and to further increase Actonel market share.
¡Æ Educational displays, such as a 12-foot tall spine model and informative display panels
¡Æ Consumer information on osteoporosis prevention, diagnosis, and treatment
¡Æ Healthy Bone Pledge sheets
¡Æ Participants signed the sheets, pledging to take care of their bones
¡Æ The Alliance donated one dollar for every signed sheet to a local osteoporosis or senior citizen advocacy group
¡Æ Free bone density screenings
¡Æ Doctor¡¯s letter, for patients to take to their physicians to review their screening scores
¡Æ Voucher for a free one-month supply of Actonel, redeemable only with a doctor¡¯s prescription
¡Æ Physician and/or pharmacist consultations
¡Æ P&G product samples.
Primarily, the Alliance sought to expand osteoporosis awareness among women ages 50+, with the secondary benefit of gaining new Actonel prescriptions.
The program successfully reached its target audience. More than 29,000 participants were screened to determine their risk of osteoporosis and received an Actonel voucher ¨C with 73 percent of those screened age 50+ and 45 percent falling into the osteopenic (decreased bone density) or osteoporotic (osteoporosis) range. More than 48,000 individuals were exposed to osteoporosis and Actonel messages through event attendance.
More than 116 million Americans were exposed to information on the MOM campaign via media coverage, advertisements, community relations and direct mail, with public relations activities alone netting more than 15 million impressions. Initial exit survey results, tallied in the summer of 2004, found that, of surveyed attendees: 85 percent learned something new about osteoporosis at the MOM events; 80 percent would ask their doctors about osteoporosis; 62 percent would ask their doctors about Actonel; 75 percent would talk to a friend or family member about osteoporosis.
As of December 31, 2004, of women who were found to be at risk for fracture redeemed Actonel vouchers. Final metric data will be available by July 2005, as the voucher does not expire until June 2005. Actonel¡¯s market share continues to steadily grow, holding more than 25 percent of all prescriptions in its category.
This program also provided opportunities for the Alliance to build relationships with 56 of its customers/constituents through event participation, including managed care, hospital, and local third-party organizations. Through the Healthy Bone Pledge, $65,000 in educational grants was distributed to partner groups. Because of their positive experience at the events and with the program as a whole, many groups chose to participate in the MOM events in more than one market. In addition, more than 700 physician offices promoted the events, and more than 90 physicians participated in media relations and patient education onsite.
Multiple channels within the Alliance joined together to execute the program, strengthening relationships and communication internally. Procter & Gamble¡¯s consumer health division also participated in the program by providing samples for distribution at events.