Healthy Advice Networks, the nation's leading provider of physician office-based patient-education programs, announces a groundbreaking measurement program to track consumer purchase behavior, not just purchase intent, for OTC and consumer health brands. In order to grow their revenue and justify investments designed to capture market share, brands today want to measure the correlation of their health messages to purchase volume. To address this need Healthy Advice has developed new Physician Media ROI metrics utilizing HealthScape(TM) Consumer that analyzes integrated patient and consumer data.
HealthScape(TM) Consumer is a longitudinal panel of 150,000 consumers and is the only single-source informatics solution with Rx, OTC and consumer brand transactions and attitudinal and behavioral consumer information. By measuring the transactions of Healthy Advice viewers participating in the panel, HealthScape(TM) Consumer tracks the efficacy of Healthy Advice sponsor messages. HealthScape(TM) Consumer is jointly owned by Wolters Kluwer Pharma Solutions and The Nielsen Company. Initial research has shown outstanding results for Healthy Advice sponsors. A food brand increased volume by over 50% in 6 months by targeting consumers in Healthy Advice's Primary Care Network. The brand educated its audience about its health benefits, drove trial and received the implied endorsement of respected physicians. In addition, incremental sales were valued at more than 10 times the cost of the program.
Scott Nesbitt, Executive Vice President of Analytics at Healthy Advice Networks, commented, "We built our name and reputation on delivering a quality product with measurable results. We have always measured incremental lift in new prescription revenue for our pharmaceutical clients and we wanted to deliver quantifiable results for our consumer health and OTC brands as well. Now we are able to provide them with the valuable purchase information they require."
"In these challenging economic times," continued Deborah Schnell, President of Sales and Strategic Planning, Healthy Advice Networks, "it is more important than ever for brands to invest in proven programs that deliver a solid return on investment. The ability to deliver quantifiable measurements is huge. For the first time, consumer health and wellness brands can confidently say that for every dollar they invest with Healthy Advice Networks, they return 'x' to their company's bottom line."