Portfolio | Roska Healthcare Advertising

Elements of the marketing campaign included direct mail and e-mail. E-mails drove traffic to several microsites, each offering valuable resources for patient education. During the promotion period, the skeletal muscle relaxer (SMR) category declined 12.5%, but AMRIX declined only 4%. Regression analysis showed that this non-personal promotion
had a positive effect on prescribing.

AMRIX® Non-personal Professional Promotion

The Statues in Motion campaign used non-personal promotion to supplement sales force efforts in low and non-called-on territories and increase message frequency.

ACETADOTE

TRACLEER

TRACLEER® Patient Persistency Program

Pulmonary Arterial Hypertension (PAH) is a rare, debilitating disease.
Sure Steps, our support program for PAH patients on TRACLEER,
creates surround-sound help for patients who may feel alone and uncertain.

The program offers in-office materials, mail, e-mail, web, and nurse counselor phone support. Analysis shows that newly prescribed TRACLEER patients in Sure Steps stay on therapy 18% longer than those who are not enrolled in Sure Steps.

AMRIX

BALLOON SINUPLASTY

Acclarent™ Multi-Channel Marketing Program

Balloon Sinuplasty offers chronic sinus sufferers a gentler alternative to traditional surgery. We used multiple media channels to get the word out in markets selected by size, air quality, allergy index, and trained ENTs. Special technology tracked consumers from initial response to physician contact. Optimization during the campaign reduced cost per physician call by 72%, and calls continued long after the campaign ended.

Media channels used in the campaign included:

Billboards and transit
ads in 2 major cities.

TV and radio spots tailored
to each location.

E-mails and paid search leading sinus sufferers
to a microsite featuring patient resources and
a physician locator.

The campaign won a PM360 Trailblazer Award —
edging out Plavix and Ensure for the top spot.

TRACLEER

MERIDIAN BIOSCIENCE

Meridian Bioscience® Website

Building a site to provide information on 100+ products for multiple audiences is a challenge. Lab directors, technicians, microbiology supervisors all want different data. Making it easy for everyone required hard work by our developers.

This site's intuitive navigation and
client-friendly content management
system won the day—and the Gold
Web Health Award.

BALLOON SINUPLASTY

ACTONEL

A series of mailings focused on segments that were vulnerable to competitive inroads and had high growth potential.

The campaign resulted in Actonel outperforming Fosamax in NRxs and TRxs among
the targeted physicians.

Actonel® Direct-to-Physician Campaign

Actonel strengthened its relationship with valuable prescribers using highly refined targeting and message customization. Non-personal messages were customized based on a combination of category volume and brand share.

MERIDIAN BIOSCIENCE

FOX HOLLOW

FoxHollow Medical Device DTC Campaign

Leg cramps can be a sign of something more serious— peripheral artery disease (PAD), or plaque build-up in the leg arteries. The Silver Hawk device removes plaque to restore blood flow. But consumer awareness of PAD is low, and those who ignore the cramps as a sign of old age often go undiagnosed. This puts them at 4-5 times greater risk for heart attack or stroke.

The campaign—consisting of a series of print ads and a product brochure—uses an arresting image to:

Depict the symptoms
Increase awareness of the disease and the device
Motivate patients to seek diagnosis and treatment

ACTONEL

DITROPAN XL

DITROPAN XL® HCP Attitudinal Segmentation

Does mindset affect responsiveness to non-personal promotion? Ditropan XL used three different offers to classify physicians by mindset—clinically focused;
patient focused; or practice building.

Depending on the offer they responded to, we varied the follow-up messages offering data, patient education, and practice-related tools shown above. The result—cumulative response increased with each offer—proving different physicians respond to different NPP approaches.

FOX HOLLOW

RAPAMUNE