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The Tactic: Ad-Visor™ for Xopenex
(inhaler for broncho-spasms)
- 13,000 Targets
- 12 page, color instrument
- Honoraria check attached ($5 and $3 tested)
- 8 question/sections , one with multiple parts (for a total of 14 questions)
The Response
- 26% response rate
- Response higher for higher deciles, greater honorarium, and for specialists
- 31% Decile 10 and 25% Decile 6
- 28% for $5 and 25% for $3
- 37% response by Allergy Immunologists and 19% for Internists
What We Learned
- Positive impact on responders’ new prescriptions (+0.52 NRx’s per physician in post test period test vs. control) - More NRx impact on specialists
- Target higher decile prescribes and specialists
- Utilize higher honorarium
- Messaging issues with lower dose effectiveness claim, clarity of the (R)-Isomer Only concept. Strongly positive: albuterol-free and TID dosing
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