Roska Direct Tapped to Provide Direct-to-Patient Relationship Marketing for Asacol
(PRWEB) November 17, 2000
Montgomeryville, PA, November, 2000— Roska Direct (www. roskadirect. com) announced today that they have signed an agreement with Procter & Gamble Pharmaceuticals (www. pgpharma. com) to handle all relationship marketing for Procter & Gamble’s ulcerative colitis drug, Asacol, and the drug’s Web site, www. living-better. com. According to Rae Ann Mang, Asacolâ brand manager, “We are especially impressed by Roska Direct’s innovative creative, strategic thinking and successful track record in DTP marketing over the Internet. We know they are the Agency to develop the direct marketing campaign that Asacol needs to drive compliance and persistency among its users.”
“We are very excited to be working with such a progressive team,” confirmed Roska Direct executive vice president, Jay Bolling. The Agency has been successful in the development of revolutionary interactive marketing campaigns for pharmaceuticals, especially one-to-one relationship marketing. “More than ten years in direct-to-patient relationship marketing and seven years of Web-based marketing have taught us that patients at various stages of a disease must be addressed differently to increase compliance and perseverance with prescribed medications,” explained Bolling. “Our experience has allowed us to develop The Roska Direct Five Key Elements to Successful Relationship Marketing that ensure the proper balance of patient communications and education, provider and family involvement, and incentives to motivate patients to take their medications as advised. Targeted direct marketing for Asacol’s comprehensive and user-friendly Web site, living-better. com, is the best way to pursue and measure the increased persistency of Asacolâ users.”
The World Wide Web is by far the fastest growing medium for DTP relationship marketing. With access to the Web, a brand can start from scratch and target their exact audience without expending their marketing budget on broad-reaching, expensive campaigns. USA Today has reported that in 1998 more than 22 million adults in the United States used and visited an estimated 15,000 health-related Web sites. In addition, Cyber Dialogue has reported that 10 million Americans are using the Internet to find pharmaceutical information. Off-line, these individuals will spend a projected $150 billion for health-related services. According to the same source, it is projected that the number of Internet health consumers will reach close to 90 million by 2005.
About Roska Direct
Roska Direct is a $40 million, full-service direct advertising agency serving national clients in the pharmaceutical, e-commerce, financial services, insurance, technology, and publishing markets since 1981. Roska Direct has applied its proven one-to-one marketing techniques for clients such as Pfizer, Thomas Register, PetFoodDirect. com, and AEGON Insurance. Located in the Philadelphia area, Roska Direct has won most major direct marketing industry awards including the Direct Marketing AssociationÂ’s prestigious Gold Echo. The Direct Marketing Association also ranked Roska Direct among the top 60 direct response agencies in the nation.
About Procter & Gamble Pharmaceuticals
Procter & Gamble Pharmaceuticals is part of Procter & Gamble Health Care, a division of The Procter & Gamble Company — a $40 billion global leader in the development, manufacturing, and marketing of a broad range of consumer goods including over-the-counter medications, oral care products and other health care products. In prescription drugs, Procter & Gamble is focusing on musculoskeletal and cardiovascular health, as well as on anti-infective therapies. Some of Procter & Gamble’s leading prescription products include Actonel (risedronate sodium, tablets), Didronelâ (etidronate disodium), Asacol (mesalamine) and Macrobid (nitrofurantoin monohydrate/macrocrystals).
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