Taking the Cholesterol Message to America's "Heart" Land - Ron Salmon-TVB

Healthcare concerns impact all of us We39re all vulnerable we39re all human However factors such as lifestyle environment and physical conditions vary across the country each of which with an influence upon the incidence of many types of dangerous diseasesCardiovascular disease which includes heart attacks stroke angina pectoris atherosclerosis and arteriosclerosis and high blood pressure remains the number one killer in North America and high cholesterol levels bring on an increased risk to these diseasesAccording to Kantar Media in 2011 the top advertising spender in the Prescription Medication category was Pfizer39s Lipitor a cholesterol drug Also in the top 20 was another medication targeting high cholesterol AstraZeneca39s Crestor While these are national brands with coast to coast sales our mission at TVB is to explore whether there are geographic sales anomalies that might present the pharmaceutical marketers with an opportunity to optimize their ad spending beyond a national campaign Our analysis revealed that there were two key factors indicating a very definitive geographic story Not only were there differences in states39 insurance formularies that control drug reimbursement but the actual incidence of the medical condition and patients acting to address it varies by geographyWe used 2011 GfK MRI MarketbyMarket data to look at the high cholesterol incidence and the various treatment options for it customers most often choose Overall 37 of adults who reported having or had high cholesterol said they used a branded prescription remedy to treat it while 38 said they used a generic prescription remedy 8 used a nonprescription or a homeherbal remedy and another 10 have not sought out treatmentWith those variables we began to look at the markets where the respondents indexed higher using a branded prescription remedy Looking at the top 75 markets we learned that by concentrating on the 20 highest indexing markets we will reach 18 of the households in the US 20 of the high cholesterol sufferers and 22 of the high cholesterol sufferers who use a branded medication Top High Cholesterol Rx Markets Index to US Ft MyersNaples FL 149 West Palm BeachFt Pierce FL 138 Buffalo NY 137 RoanokeLynchburg VA 136 HarrisburgLancasterLebanonYork PA 134 Wilkes BarreScranton PA 134 Pittsburgh PA 133 Hartford ampamp New Haven CT 132 ProvidenceNew Bedford RIMA 131 AlbanySchenectadyTroy NY 128 TampaSt Petersburg Sarasota FL 125 RichmondPetersburg VA 125 Philadelphia PA 124 Toledo OH 122 GreensboroH PointWinston Salem NC 121 ClevelandAkron Canton OH 118 Jacksonville FL 118 Boston Manchester MANH 117 GreenvilleSpartanburgAshevilleAnd SCNC 117 OrlandoDaytona BeachMelbourne FL 116 These are by far your best prospects Consider this Set aside 15 of your national plan budget and allocate it to Spot TV in your high ROI markets A dollar spent here will automatically yield more targeted consumers than your national spend and will result in a better media buy and more brand salesamp8230cross our heartRon Salmon is a Director of Marketing Research at TVB Ron can be reached at RontvborgRead all Ron39s MediaBizBloggers commentaries at Local MattersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Taking the Cholesterol Message to America's "Heart" Land - Ron Salmon-TVB

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