«Estimation of activity and effectiveness of promotion Augmentin, Sumamed and Cefodox in specialized medical periodicals in 2009 for the target audience - Pediatrists”

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«Estimation of activity and effectiveness of promotion Augmentin, Sumamed and Cefodox in specialized medical periodicals in 2009 for the target audience - Pediatrists”

The report consist of:

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1. Definitions of media indicators used in report

2. Advertising activity of Augmentin, Sumamed and Cefodox in medical periodicals in 2009.

3. Estimation the effectiveness of promotion Augmentin, Sumamed and Cefodox in medical periodicals in 2009 for the target audience – Pediatrists.

4. Variant of optimization of advertising publications’s placement for Augmentin.

5. Conclusions.

Definitions of media indicators used in report

Advertising investments (AI) – resources used for direct advertising placement (ad block, model) in the specialized printed media, measured in U.S. dollars.

TRP* (Target Rating Points) – figure derived from the total rating for the target group. *- specialized periodicals can convey an advertising message only to the target group , so GRP = TRP

CPP (Cost Per Point) – cost of one point of TRP, measured in U.S. dollars.

SoV(AI) – share of voice of the drug in group on investment, calculated as the ratio of advertising investment of the drug to all advertising investment in group.

SoV(TRP) – share of voice of the drug group on TRP, calculated as the ratio of accumulated rating points to all rating points gained by other drugs in the group.

Ratio – (SV (TRP) / SV (AI)). The higher a score, the more efficiently resources are invested. If the value is less than 1 - this means that the share of the money exceeds the share of rating points.

wTRP – indicator of TRP, weighted on the perception of placement and size of ad blocks.

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Advertising activity of Augmentin

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• Brand Augmentin was presented in 6 medical periodicals in 2009. The total amount of advertising publications – 26, the total amount of AI – 108 042 US dollars. The most frequently the brand was mentioned in the following periodicals: “Zdorov'ya Ukrayini” and “Zhurnal vushnykh, nosovykh i gorlovykh khvorob”.

Brand ATC-group PeriodicalThe amount of

advertising publications

AI, USD*

Augmentin J01CR02

Zhurnal vushnykh, nosovykh i gorlovykh khvorob

6 4000

Zdorov'e rebenka 4 33795,378

Zdorov'ya Ukrayini 10 44980,6

Klinichna imunologiya Alergologiya Infektologiya

1 894

Medytsyna svitu 1 780

Novosti meditsiny i farmatsii v Ukraine 4 23591,6342

108041,6122

* All prices are presented in the open-rate (without discounts and bonuses)

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Advertising activity of Cefodox • Brand Cefodox was presented in 5 medical periodicals in 2009. The total amount of

advertising publications – 18, the total amount of AI – 62 219 US dollars. The most frequently the brand was mentioned in the following periodicals: “Sovremennaya pediatriya” and “Zdorov'ya Ukrayini”.



AI, USD*

Cefodox J01DD13

Zdorov'e rebenka 3 16369,906

Zdorov'ya Ukrayini 4 20714,82

Liky UKRAYINY 3 6069

Novosti meditsiny i farmatsii v Ukraine 2 4427,5811

Sovremennaya pediatriya 6 14637,317

62218,6241


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Advertising activity of Sumamed• Brand Augmentin was presented in 13 medical periodicals in 2009. The total amount of

advertising publications – 167, the total amount of AI – 302 876 US dollars. The most frequently the brand was mentioned in the following periodicals: “Mystetstvo likuvannya” and “Zdorov'ya Ukrayini”.



AI, USD*

Sumamed J01FA10

Therapia 6 18896,2344Zhurnal vushnykh, nosovykh i gorlovykh

khvorob1 1000

Zdorov'e zhenshchiny 27 32681,5467

Zdorov'e muzhchiny 10 3480,3914

Zdorov'ya Ukrayini 54 152861,04Klinichna imunologiya Alergologiya

Infektologiya7 31851,376

Liky UKRAYINY 5 12009,6

Meditsinskie aspekty zdorov'ya zhenshchiny 12 18945,62

Mystetstvo likuvannya 29 8787,356

Reproduktivnoe zdorov'e zhenshchiny 6 7659,326

Sovremennaya pediatriya 6 7318,6585Ukr zhurn dermatologiyi venerologiyi

kosmetologiyi3 5120

Ukrayins'kyy medychnyy chasopys 1 2265,25

302876,399* All prices are presented in the open-rate (without discounts and bonuses)

Estimation the effectiveness of promotion Augmentin, Sumamed and Cefodox

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• Cefadox reached the lowest wCPP with the least amount of AI, comparing with Augmentin and Sumamed. Share of invested money exceeds the share of rating points of all brands.

Indicator Augmentin Cefodox Sumamed

The total amount of advertising publications, n

26 18 167

AI , USD* 108 042 62 219 302 876

TRP, % 873,37 833,76 3767,66

CPP, USD 123,71 74,62 80,39

SоV(AI) 13,36 7,86 38,25

SоV(TRP) 7,29 6,96 31,45

Ratio 0,5 0,9 0,8

wTRP, % 559,39 485,75 1275,75

wCPP, USD 193,14 128,09 237,41


Indicators - TRP and CPP

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Share of voice of TRP and AI

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Indicators of TRP and CPP, weighted on the perception of placement and size of ad blocks

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Optimization of media indicators of Augmentin for target audience - Pediatrists

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Periodical Size 1 Size 0,5The amount of


TRP CPP AI,$

X2

main blocks4

main blocks6 356,66 26,75

28 626,54Y2

main blocks4

main blocks6 297,06 32,12

Z4

inlay 4 227,6 41,93

16 882,32 32,44

Periodical Size 1The amount of


TRP CPP AI,$

X3 inlay

1 main block4 238,44 141,74 33 795,378

4 238,44 141,74 33 795,378

Before optimization:

After optimization:

Optimization of media indicators of Augmentin for target audience – Pediatrists

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The size of the balls is determined by the amount of

AI of the brands: the larger the amount, the more size of the

ball

The axis OX shows the amount of reached TRP

The axis OY shows the amount of reached CPP

Summary

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• Cefadox reached the lowest wCPP with the least amount of AI, comparing with Augmentin and Sumamed, because of placement in periodicals with high coverage. Share of invested money exceeds the share of rating points of all brands

• The effectiveness of direct placement of advertising publications is measured by the parameter – Ratio. The ratio index of Augmentin is below 1, which means a sub-optimal placement of advertising investment.

• Is possible to optimize the AI of advertising publications by increasing the TRP and reducing the cost of contact, provided that periodicals are with high coverage and sizes are positively perceived by the target audience.

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«Estimation of activity and effectiveness of promotion Augmentin, Sumamed and Cefodox in specialized medical periodicals in 2009 for the target audience - Pediatrists”