The big challenge for us on Novartis was to meet both GRP and cost-per-response goals. These two objectives are typically mutually exclusive. We placed hybrid DRTV buys for one brand initially. Continual monitoring of both GRP delivery and response performance allowed us to find that balance between the cost-efficiencies required for successful direct marketing and effective GRP delivery.
We went on to execute similar hybrid buys for five brands. Each brand’s performance exceeded its GRP and response goals by a minimum of 15%, and in one case, by as much as 44%. Our overall cost-per-point was lowered across all brands by an average of 21%.