I’ll get back to you…

I haven’t blogged for a while. But I still care about you. Which is why I haven’t blogged for a while.

I’m actually very active in the real world, where I help connect people, processes and things with information to help them understand the world in which they live and work. Which increasingly involves a lot of always-on, digital connectivity and collaboration. The work I do generally doesn’t belong to me, being contracted for editorial clients who own my writings and corporate clients for whom the content is typically subject to NDA. In the past I’ve commented on and linked to such writings without “dumping” them here wholesale. But I don’t often feel the need to promote on the Web, when I can reach-out to my network directly.

The time may come again for me to blog on something I want to share, and at such time I’ll let you via social blastage. Which reminds me of an old-favorite riddle:

Q: How many PR professionals does it take to answer an editorial inquiry?

A: I’ll have to check on that, and get back to you.

Take one and call your doctor in the morning (for a good drug deal)

rx-edge-picture444Ever see one of those red boxes with blinking LEDs offering cents-off coupons for Oreos in the cookie aisle, or Tide in the detergent aisle? Ever see a video display that springs to life when you pass by?

In the prescription drug business, where drug-makers are looking to compete with OTC (over-the-counter) remedies that treat similar ailments, the same kind of promotional gizmos are NOT coming to a retail pharmacy aisle near you. Why not?

Because they’re already here.

A brand  selling prescription Restasis eye drops can now buy promo space and locate one of the point-of-sale (POS) boxes next to OTC Visene, in the process, lifting branded prescription sales an average 10-percent for mature products (vs. much higher for new-drug launches), with ROI of $6 for each dollar spent.

These kinds of promos are common across consumer goods, with companies like Valassis and News Corp’s News America Marketing going head to head hawking soap, cookies and in cases, OTC remedies. Another firm, Rx Edge Pharmacy Networks, East Dundee, Ill., specializes in the prescription stuff, which is “much, much more complicated” to promote in terms of regulatory due diligence, Jim O’Dea, CEO, told me, adding that the need for black-box warnings, patient information and other requirements appears to be on a trajectory to keep ballooning as leaflects (shown here) turn into whole booklets.

Want the facts? Read the Pharmaceutical Commerce news story, “Point-of-sale promotion generates a healthy financial return for pharma brands,” posted August 16.