final abilfy media plan copy

8/2/2019 Final Abilfy Media Plan Copy

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A b i l i f y M e d i A P l A n

Rodney Blake | Micah BrookshearMatthew Busby | Tyler High

Jamie Stooksbury | Victoria Webb

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The client at hand is Abilify, an anti-depressant in a very competitive market. However, it has a unique position asan anti-depressant supplement as opposed to a stand alone drug. Abilify found through research that women who arebetween the ages of 35-64, high school graduates, and earn an annual income between $25,000 and $49,999 are theprimary target for this product. In respect to their marketing objective, Abilify intends to increase sales by 9% from 5.2 billionto 5.67 billion within two years. Advertising objectives for Abilify include the intention to increase the targets awareness ofthe product as well as bring in perspective users by showing the medical benefits Abilify has to offer. It is found that womenare 33% more likely than men to suffer from depression. High school graduates represent the perfect market of people whoactually seek treatment for depression. Women with this income range are more likely to be exposed to the advertising, and

they have a higher likelihood of available financial resources when it comes to affording the drug. Thus, Abilify can step inwith useful tactics to persuade the target market to choose them.There were several key media objectives faced by the client. Included was an intended reach of 90% amongst

the target audience during the regular months, and 93% during the peak months. The average frequency must be 12 permonth, for the first 3 quarters of the year, and 16 per month for the last quarter of the year. To achieve this, pulsing advertisingwill occur, with peaks during the holiday season at which time anti-depressant sales are highest. Advertising will occur mostvia magazine and cable television. These ads will cover the ent ire nation, with particular emphasis on any specific region.

The entire budget consists of $110,000,000 for advertising purposes. Currently, Abilify is the leader of advertisingexpenditures, using mediums such as magazines, cable television, network television and syndication. It is crucial to increasethe media mix amongst magazine and cable television. This will help accomplish the advertising objectives directedtowards increasing awareness and showing medical benefits to new potential customers.

In reference to the media plan, the client will place advertisements in womens magazines, general interest

magazines, prime time 30-second spots, and daytime 30-second spots for cable television. Specific magazines andtelevision shows were chosen because their audiences correlated directly to the desired target of Abilify. In addition apromotion of a coupon placed in the Better Homes and Gardens magazine which had the highest index for the targetwill help achieve the overal l objectives of the media plan. 96% of the budget of $110,000,000 was allocated towards thetraditional medias of cable television and magazines while 1.8% was directed at alternative media. Through this mediaallocation the objectives of reach and frequency were achieved and exceeded.

Executive

Summary


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a major increase in year-to-year advertisingexpenditures from $24,422,000 in 2007 to$506,846,000 in 2010. A drop in expendituresfollowed these figures to $421,614,000 in 2011.However, upon analyzing the yearly expendituresby quarter, it is revealed that the quarterly

expenditures remain fairly constant throughoutthe quarters. Typically, expenditures for the firstand seconds quarters remain constant, followedby a decrease in spending during the thirdquarter. Expenditures also typically rose duringthe fourth quarter. For example, between thethird and fourth quarters of 2010, expendituresrose from $114,220,000 for the third quarter$132,882,000 for the fourth quarter. Theseresults were typical of year-to-year quarterlyexpenditure.

It can be inferred that the demand forantidepressant medication may be increasedduring the holiday season. More people arediagnosed with depression during the coldmonths as well as around major holidays. This isknown as seasonal affective disorder or seasonaldepression. Most people with this disorderhave normal mental health throughout most ofyear but experience depressive symptoms inthe winter or summer, spring or autumn. Manyantidepressant advertisers understand this andchoose either first and fourth quarter or second

and third quarter to boost sales. Through the pastfive years many advertisers have been spendingevenly within three quarters and lacking inone quarter. According to DSM-IV, seasonaldepression in not a unique mood disorder but isa specifier of major depression.

Growth PotentialSeveral trends are changing the face

of the industry. The number of competingplayers is also expected to decrease by a

year-to-year rate of 0.2% through 2017. Thiscan be attributed to the increased consolidation

occurring within the industry as well as the lackof new players entering the field. Also, theincreased globalization of the world economy iscausing the industry itself to become increasinglycompetitive. Many prescription drugs are dueto lose their patents by 2017, increasing pressure

on the industry to develop innovative newprescriptions and more cost-effective researchand development techniques.

Currently, it is estimated that 1 in 10Americans use prescribed anti-depressants.Between 1996 and 2005, anti-depressant usedoubled, while the percentage of patientswho engaged in both anti-depressant useand psychotherapy dropped from 31.5% to19.8%. Additionally, the use of anti-depressantshas been extended to treat anxiety disorders,

post-traumatic stress disorder and obsessive-compulsive disorder.The industry is projected to grow by

an annual rate of 1% through 2017. Withthe changing landscape of the market andincreasing competitiveness amongst the majorplayers, companies are placing an increasedemphasis on niche drugs and increasedresearch into new ways to generate revenue.Essentially, the traditional antidepressant industrycan expect a rise in competing treatments totraditional antidepressant use. 17

Economic EnvironmentThe outlook for the antidepressant

industry is neutral. The industry is projected togrow by an annual rate of 1% through 2017.While this is lower than the US economic growthrate of 1.9%, profit margins for the industry forexpected to be about 19.2%, much higherthan many other mature industries experiencingslow growth. Due to the loss in profits and risingresearch and development costs, employment

within the industry is also expected to decreaseat an average annual rate of 0.9% through the

next five years. These tactics are being used asa way of minimizing business costs in order tomaintain profits. The S&P Pharmaceuticals Indexwas off 0.8% as of February 17, 2012.

Long-term prospects appear morefavorable. Biological-based biopharmaceutical

products, which make up about 20% of themarket, are expected to comprise about halfof the market by 2017. These technologicaladvancements are expected to help minimizethe increased costs caused by the recenttightening of FDA regulations and enhance theproductivity of the major players.17

OpportunitiesA number of factors are expected to

contribute to a yearly increase in prescription

drug sales through 2017. Specifically, the agingof the US population and recent healthcarereforms such as the Patient Protection andAffordable Care Act (PPACA), which expandinsurance coverage, are expected to playkey roles in this increase. Under the PPACA, 32million previously uninsured Americans up to age26 will potentially receive coverage. In 2014,this bracket will expand to include Americansaged 26-64. This is expected to lead to amajor increase in revenue for pharmaceuticalcompanies by 2015.

ThreatsThe large number of prescription drugs

facing expiring patents in upcoming yearswill cause a short-term drop in revenue forpharmaceutical company. As a result, thespecialty/generic drug market is expectedto prosper. This could eventually lead todirect, serious competition with the traditionalanti-depressant market.

Legal and Regulatory IssuesLegal issues constantly arise when


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The following analysis was retrieved fromKantar Media. It reports the dollar amounts,in thousands, which various anti-depressionmedication brands have spent on advertising forthe years of 2007, 2008, 2009, 2010 and 2011.The anti-depression medication brands includedin the report are Abilify, Cymbalta, Efflexor XR,

Paxil, Paxil CR, Pristiq, Seroguel XR (which is alsoa bi-polar depression medication) and Zoloft.The media types expressed in the analysis areas follows: network TV, cable TV, syndication,spot TV, magazines, Sunday magazines, nationalnewspaper, newspaper and national spot radio.Also reported for each year and each individualbrand are the total combined dollar amounts, inthousands, for advertising spending.

Share of VoiceNetwork television received the second

largest allocation of advertising expendituredollars by antidepressant medication brandsin 2011 ($125,474,400; 29.8% of total dollars).Abilify spent the most money on networktelevision at approximately $42,534,800 with aSOV of 33.9%. Cymbalta proceeded with roughly$36,963,500 spent resulting in a SOV of 29.5%.Pristiq and Seroquel XR: Anti Depression followed,spending $29,510,600 and $16,465,500 (PristiqsSOV was While Abilify is dominant innetwork television media, the other brands are

fairly equal in distribution (Chart #1). Along withall other media types, network television saw

a large increase intotal expenditurein 2009. The totalincreased from amere $7,584,000 to$185,295,300. The

total then increasedagain in 2010 to$212,475,000. In2011, though, thetotal expendituredropped to$125,474,400.Antidepressantmedication brandsseem to be spendingless of its money on

network televisionadvertisements andspending more of iton magazine advertisements (Chart #2).

Of all spending of advertising dollarsby brands of antidepressants medication onspecific media types in 2011, magazinesreceived the largest allocation ($150,868,400;35.8% of total dollars). Abilify spent a total of$43,274,000 on magazine advertisements in2011 resulting in the highest level of expenditureamongst antidepressant brands. Pristiq followed,

spending roughly $40,620,700. Cymbalta spenta total of $32,748,100 in 2011 on magazineadvertisements (See Chart #3 for SOV).

Seroquel antidepressant brands spentapproximately $31,065,400 and $3,160,200 onmagazine advertising. Zoloft did not spend anymoney on magazine advertising in 2011 andtherefore had the lowest level of expenditureamongst antidepressant brands. For magazines,Abilify is the brand that dominates this category.Although Abilify dominates the category, the

other brands are all very close to Abilify in termsof dollar expenditure and share of voice is

almost evenly distributed (Chart #3).Since 2007, magazine advertisement

spending has risen exponentially. In 2007, only$2,028,500 was spent on magazine advertising.In 2011, a total of $150,868,400 was spent. Thatis an increase of over 7,300% in only five years.In the past five years, a total of $386,058,400has been spent on magazine ads. In 2011alone, $150,868,400 was spent, nearly half of

the total in just the past year. The largest trend forantidepressant medication brands advertisingexpenditure is in magazine advertisements.

Cable television was the fourth largestallocation of advertising expenditure dollars in2011 by antidepressant brands. Abilify spenta total of $30,084,000 on cable televisionadvertising in 2011, resulting in the highestlevel of expenditure amongst antidepressantmedication brands (58.5% SOV). Pristiq andCymbalta were similar in spending. Seroquel

followed these brands by spending $3,414,200.Neither Seroquel XR: bipolar or Zoloft spent any

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Competitive

Expenditure

Analysis


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money on cable television advertising in 2011.Abilify is the dominator of this media type (Chart#4). Abilify spends more than three times theamount of money on this media type thanany of its competitors. The company has beenincreasing its expenditure in cable televisionevery year since 2008. Other companies havebeen spending less money on this categorysince then. Cable television had a sharp

increase in advertising expenditure in 2009 from$7,887,100 to $41,389,000. Since this large

increase in 2009, the spending has not beenincreasing as much. From 2009 to 2011, thetotal expenditure on cable television advertisinghas only increased by $10 million.

Media Mixes

This section of the competitiveexpenditure analysis will focus on the mediamixes of Abilify and its competitors in 2011.

According to Ad$pender, the most popularmedia types used were magazines (35.8%)

and Network TV (29.8%). Media types suchas Cable TV (12.2%), Syndication (13.8%) andSpot TV (5.8%) were less utilized. Together,they accounted for 31.8% of total advertisingexpenditures. Other media types suchas Sunday magazines and national/localnewspapers accounted for a negligible 2.7%of total spending. Overall, television andmagazines accounted for 97.4% of all money

spent. Television was the most popular mediafor advertising, accounting for 61.6% of all

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spending.The media mixes amongst the various

competitors varied. Cymbalta, the secondhighest spender, allocated 32% of its moneyto Syndication, accounting for 64.9% of allspending in the media type. It also spent

31.2% of its money on Network TV and 27.7%to Magazines, making it the second highestspender amongst all competing brands.Cymbalta did not advertise in Sunday magazinesor newspapers at all. Pristiq and Seroquel XR:Anti Depression RX, which were the third andfourth highest spenders, each spent over 40%individually on magazines. Seroquel (0.8%)was also the only competitor to advertise innewspapers. Zoloft, the competitor with the leastamount of spending, spent its money exclusivelyon Spot TV. Only Seroquel also spent a significantamount of money on Spot TV, accountingfor 89.7% of expenditures in the media type.Overall, Abilify spent the most money of thecompeting brands in the three most popularmedia types; Magazines, Network TV and CableTV.

Demographics Data compiled from Simmons MediaResearch Bureau was used to define a targetaudience of those who had suffered fromdepression as well as those who had treateddepression with prescription drugs all within thelast 12 months. In general demographic termsthe Target Market can be profiled as:

$25,000-$49,999The Simmons outputs used to support thisinformation can be found in the Final Appendix.

The first noticeable trend was thatfemales were 33% more likely than males tosuffer from depression. The education level ofhigh school graduates was identified to representan ideal market of those with the potential toseek treatment for depression. For the purpose ofthis campaign employment status does not play

a role in identifying a target, however an incomeof between $25,000-$49,999 was selected dueto a correlation between this income rangeand the availability of financial resources fortreating depression. In respect to geographiclocation of the target market The Patient and

Health Questionnaire 8, conducted in 2006and 2008 identified a correlation linking thoseresiding in the southeastern region of the UnitedStates to higher rates of depression.20 Due tothe intended reach of a broader audience thespecific location of the target does not play arole.

Attitudes and OpinionsIn further reference to the Simmons

report data was compiled from responses ofAgree a lot to various questions relating toattitudes and opinions on health and medicine.Out of those who had suffered from depressionin the last 12 months, 33.1% answered that itwas important they go to the doctor when theyare ill. This is helpful in identifying an effectiveway to gain awareness of Abilify when combinedwith the data that 29.6% of those suffering fromdepression in the last year normally only usedrug brands that are recommended by theirphysician. In further analysis it was determinedthat those depression sufferers were 41% more

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Suggested Media/VehiclesThis section of the media plan will discuss

the strategies and tactics recommended forAbilify. The target audience is made up offemale adults aged 35-64 with a householdincome level of between $25,000-$49,999.These women have a high school diploma. Theemployment status of the target is not relevantfor this campaign.

Abilify has dominated, in terms ofadvertising dollars, for mediums such as networktelevision, cable television, magazines, andsyndication. Companies such as Cymbalta,Pristiq, Zoloft, and Seroquel are laggingbehind Abilify on advertising expenditure.Recommendations for Abilify include expandingits media mix expenditure on magazines andcable television to successfully enhance theawareness amongst the target audience of theproduct. Increasing its media mix expenditure

in these categories will also attract new userswho are at higher risk for depression and i t willeducate the target market of the medicalbenefits of Abilify.

Cable TelevisionThe best medium to use to reach our

target is Cable Television. A recent Simmonssurvey shows that 28% of people with depressionare heavy cable users. It is also important to notethat 21.2% of adults aged 35-64 and 20% ofwomen are also heavy users of cable.32

In the past four years, Abilify has

Strategies &

Tactics


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dominated cable television advertisingcompared to its competitors. In 2011, Abilifyspent a total of $30,084,000 on cable televisionadvertising. A large share of voice of 58.5%represented the amount of money that wasspent. In terms of share of voice, this number

is ideal. However, this number made up only24.1% of its media mix. 34.7% of its media mix isbeing spent towards magazines.18 Women aged35-64, representing a higher percentage ofpeople with depression, use cable more heavilythan magazines.32 It is in Abilifys best interestto invest more advertising dollars into cabletelevision to achieve better results for the productas well as successfully allocating money in amore cost efficient outlet compared to networktelevision. Therefore, the first major suggestionfor Abilifys media plan is to increase its cabletelevision allocation of its media mix.

One of the greatest advantages ofcable television is that it can be specificallytargeted towards select demographics. Theflexibility and versatility of cable television canhelp reach different segments of the population.

It can be used to reach many differentdemographics such as children, women, men,and elders. It can also be used to target peoplewith select interests. It is a great way to reach avery specific target that you may have. In charts6-10, a list of cable shows in prime time and

daytime have been compiled and purchased.These shows were chosen because they airon the most popular cable channels amongmembers of the population that have sufferedfrom depression in the last 12 months. Thechart provides how many spots and the cost ofplacing an ad in the show is. Placing an ad inthe following shows is the best way to reach thetarget.

Integrating a larger allocation of Abilifysmedia mix towards cable television wouldgreatly increase the awareness of the productand educate more people, which wouldachieve many of the objectives.

Magazines The second most used and mostviewed medium that suits our demographic ismagazines. Almost 25% of people suffering fromdepression in the last 12 months use magazinesheavily.32 It is critical to report that 20% offemales and 20% of adults aged 35-64 alsouse magazines heavily.32 This is very important

because it shows how often our target actuallyuses magazines.

Since 2008, Abilify has used a largepercentage of its advertising expenditure onmagazines. Nearly one-third of its budget acrossall mediums has been spent on magazines sincethe product was introduced to the market. Alarge rise in magazine advertising by prescriptiondepression pharmaceutical companieshas emerged in the past 5 years. Magazinespending has increased exponentially duringthis time. This big trend has caused a lot ofcompetition between companies representing

anti depressants. Abilify has out-spent itscompetitors in terms of advertising dollars sinceit was introduced into the market. In 2011,Abilify spent a total of $43,274,000 in magazineadvertising. This was 34.7% of its total budget;the highest percentage allocated between all

media types.22

This trend of magazine advertisingby depression medication companies can beexplained by the target. Their heaviest usagebetween all mediums is magazines and thesecompanies have realized this trend within thepast few years and have capitalized on it.

Much like cable television, magazines

can be specifically targeted towards selectdemographics. Found below in charts 11-15,lists of magazines are shown that were selectedbased on the target market. Full page 4 colorads were purchased in these magazinesbecause the editorial content as well as thetargets interest in each magazine fit well. Morespecifically, the selection of magazines waschosen because they are targeted towardswomen according to the editorial profiles andpublishers positioning statement listed by SRDS.


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The rating, cost per advertising spot, number of

advertising spots, cost to reach 1000 people,

and total cost can be found for each specific

magazine. Each magazines cost is based off of

a single full-page, 4-color ad in each magazine.

A few general interest magazines were chose as

well to supplement the womens magazines thatwould not reach some of the target. The table

on the next page dictates how many spot were

purchased in each magazine, as well as the

months that each ad will be run.

Along with cable television, magazines

are a very powerful medium that can be used to

reach our target. People with depression are 21%

more likely than average to read magazines.32

Since magazines can be specially segmented,

it is a ver y useful tool for reaching women with

depression. Abilify should continue to keep

increasing expenditure towards this medium in

their media mix allocation. Increasing advertising

expenditure in magazines will guarantee a

dominating share of voice in magazines while

continue to increase awareness of the target,

attracting new users, educating current and

perspective users, and achieving marketing

objectives.

NewspaperWhile the target audiences age appears

to perfectly fit the criteria for newspapers,

this media type would not fit the needs for

Abilify. Only one of Abi lify s competi tors used

the Newspaper medium in the year of 2011.

This competitor was Seroquel XR, and the

DiscouragedMedia


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As stated previously, the Abilify media objectives will reach 90% of the target audience with anaverage frequency of 12 per month during the first three quarters of the year and an average frequency of16 and reach of 93% during the last quarter of the year. We will focus on pulsing advertisements that peakduring holday season where antidepressant sales are the highest. 28% of people with depression are heavycable television users. We will target the adult female populaiton by advertising in shows like Cupcake Warsin Prime Time in August, October, April, May, June and July with one commercial spot during the program.We will also advertsie on Day Time television with Lifetime Sunday Movies and Property Virgins. Each show willhave 3-4 spots in the months of September, October, November, March, April, May, June, July and August.

In the peaked months, Abilify will air advertisements in shows like Army Wives during Prime Time. Abilfywill also show commercials during the Day Time on USA Movies. In total, we wi ll show 37 spots throughout thecampaign to achieve our goals.

Abilify will also want to continue to advertise in Magazines where almost 25% of people sufferingfrom depression in the last 12 months use magazines heavily. 34.7% of the total media budget will bespent on Magazines. During the peak months, we will largely focus on womens magazines with multipleadvertisements in each issue of Womans Day and Ladies Home Journal. In total, Abilify will have 39advertesements in womens magazines for each year of the campagin.

Through the goals that we have set and the budget of $110,000,000, we have allocated 98.3% ofthe media budget to advertise in Cable Television as well as Magazines to reach our target of adult femaleswho suffer from depression. Each number that is presented will be used again for next year. The campaignwill last from September 1, 2012 - August 31, 2013. Media that is discouraged involve Newspaper, Radio,and Outdoor advertisements. Through our research, we have found that the numbers do not match near the

amount of success as does Cable Television and Magazines.For a more detailed explanation please look to Charts #6-15. Check the appendices for a more

detailed look at the budget summary.

Evaluation


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1 8 | M E D I A P L A N A P P E N D I C E S | R E F E R E N C E S

1) 2009 Financial Report. Wyeth. Retrievedfrom http://phx.corporate-ir.net/phoenix.zhtml?c=78193&p=irol-reportsannual

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depression.emedtv.com/antidepressants/antidepressant-uses.html.

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29) Saftlas, Herman B. Sub-Industry Review:Pharmaceuticals. Standard & Poors.2012. Retrieved from http://www.netadvantage.standardandpoors.com.proxy.lib.utk.edu:90/NASApp/NetAdvantage/showSubIndustryReview.

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39) Wyeth Financial Report 2007. Wyeth.Retrieved from http://library.corporateir.net/library/78/781/78193/items/283760/Wyeth_FR_07_lo.pdf

References

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