Vertis today announced the results of its proprietary
Customer Focus(R) 2006: Drug Store study, which reveals 58 percent of
adults visited a drug store in the last 30 days to make a prescription
purchase; a number that has been decreasing over the last six years,
from 62 percent in 2004 and 64 percent in 2000 (See Figure A).
"In recent years the Internet and mail orders have simplified the process of purchasing prescription medicine, which has a direct effect on drug stores," said Scott Marden, director, marketing research for Vertis. "Drug store marketers need to identify an effective media mix to connect with consumers and promote the benefits of their diverse offering and personal consultation."
The study, which provides insight on the purchasing trends of drug store consumers, also reviewed the primary motivators for shoppers who purchase their prescriptions at drug stores. For 38 percent of adults, a store's close proximity to home is a primary reason, while 13 percent state they always make prescription purchases at drug stores. Interestingly, only 9 percent of drug store shoppers cite lower costs as a motivating factor to purchase their prescriptions at this type of store, compared to 11 percent in 2000.
"Despite the decline in prescription visits, drug stores have numerous opportunities to drive more store traffic," commented Jim Litwin, vice president, market insights at Vertis. "The survey shows consumers can be enticed to output photos from digital cameras, which can lead to additional sales while shoppers are in the store."
The Vertis Customer Focus 2006: Drug Store study, which surveyed respondents for the first time via the telephone and Web, also revealed the following:
Where Consumers Purchase Prescription Drugs
-- The 2006 study shows 65 percent of men 35-49 visited a drug store in the last 30 days to make prescription drug purchases, compared to 72 percent in 2004; however, prescription drug purchases at grocery stores have increased from 6 percent in 2004 to 15 percent in 2006 among men 35-49
-- 49 percent of women 50 and older made prescription purchases at a drug store compared to 57 percent in 2004; there was no change among men 50 and older from 2004 to 2006, with 52 percent surveyed making prescription drug purchases at drug stores
-- Survey results show a slight decrease in prescription drug purchases at drug stores among 18-34-year-old adults; purchases among men decreased from 69 percent in 2004 to 67 percent in 2006, and among women from 65 percent in 2004 to 62 percent in 2006
-- Prescription drug mail orders have been on the rise from 3 percent in 2000 to 7 percent in 2006
Advertising Insert Usage Among Consumers
-- 42 percent of women 35-49 with a monthly prescription stated advertising inserts/circulars influence their buying decision, compared to 19 percent who said television influences their decision (See Figure B)
-- Advertising inserts' influence on women 50 and older, who on average fill the most prescriptions per month, has increased from 28 percent in 2004 to 33 percent in 2006
-- 38 percent of women 35-49 with a monthly prescription turn to advertising inserts/circulars first when they are ready to make a purchase, compared to 17 percent who turn to the Internet for help with their decision
-- Similarly, 35 percent of men 35-49 with a monthly prescription turn to advertising inserts/circulars first to help with their decision, compared to 17 percent of men 18-34
Photos from Digital Cameras Printed at Stores
-- 44 percent of total adults have their digital camera photos processed at a store's photo department (See Figure C)
-- More specifically, 48 percent of women 50 and older and 47 percent of women 18-34 have their digital camera photos processed at a store's photo department, compared to 45 percent of men 50 and older and 34 percent of men 18-34
-- 59 percent of women 35-49 take digital pictures but have done nothing (e-mail, print at home or have processed) with the pictures stored on their media card, compared to 49 percent of total adults surveyed
-- 29 percent of women 18-34 take digital pictures with their camera and have them processed at a kiosk, compared to 21 percent of men and 20 percent of women 50 and older
Reasons Why Non-Perishable Items Are Not Purchased at Drug Stores
-- 36 percent of women 18-34 who do not purchase non-perishable items at drug stores claim it is because drug stores have higher prices (See Figure D)
-- 15 percent of men 50 and older have never thought about purchasing non-perishable items at drug stores
-- Of men 35-49, 17 percent do not purchase non-perishable items at drugs stores because the drug store is not close to home or work
About Customer Focus
Customer Focus is Vertis' proprietary annual study tracking consumer behavior across a wide variety of industry segments -- home improvement, furniture, grocery, sporting goods, home electronics, optical, insurance, credit cards, nonprofit, financial, retail, office supplies, and discount stores -- and media including advertising inserts, direct marketing, and the Internet. The survey was first conducted in 1998 and, in subsequent years, has been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations.
Since its inception, Customer Focus has proven to be one of the nation's most comprehensive examinations of consumer behavior. The survey of 3,000 adults -- conducted via phone and Web by one of the nation's leading field research companies in August/September 2005 -- measures both general and industry-specific shopping trends, and Vertis provides the significant data as a value-added service to its clients.
To acquire a customized Customer Focus 2006: Drug Store study or speak to a Vertis executive, please contact Emily Agan or Maria Amor at (619) 234-0345.
About Vertis
Vertis is the premier provider of targeted advertising, media, and marketing services. Its products and services include consumer research, audience targeting, media planning and placement, creative services and workflow management, targeted advertising inserts, direct mail, interactive marketing, packaging solutions, and digital one-to-one marketing and fulfillment. Headquartered in Baltimore, with facilities throughout the U.S., Vertis combines technology, creative resources, and innovative production to serve the targeted marketing needs of companies worldwide. To learn more about Vertis, visit www.vertisinc.com.
This press release may contain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The words "believes, "anticipates, "expects, "estimates, "plans, "intends," and similar expressions are intended to identify forward-looking statements. All forward-looking statements are subject to a number of risks and uncertainties that could cause actual results to differ materially from projected results. Factors that may cause these differences include fluctuations in the cost of raw materials we use, changes in the advertising, marketing and information services markets, the financial condition of our customers, actions by our competitors, changes in the legal or regulatory environment, general economic and business conditions in the U.S. and other countries, and changes in interest and foreign currency exchange rates.
Consequently, you should consider any such forward-looking statements only as our current plans, estimates, and beliefs. Even if those plans, estimates, or beliefs change because of future events or circumstances, we decline any obligation to publicly update or revise any such forward-looking statements.
"In recent years the Internet and mail orders have simplified the process of purchasing prescription medicine, which has a direct effect on drug stores," said Scott Marden, director, marketing research for Vertis. "Drug store marketers need to identify an effective media mix to connect with consumers and promote the benefits of their diverse offering and personal consultation."
The study, which provides insight on the purchasing trends of drug store consumers, also reviewed the primary motivators for shoppers who purchase their prescriptions at drug stores. For 38 percent of adults, a store's close proximity to home is a primary reason, while 13 percent state they always make prescription purchases at drug stores. Interestingly, only 9 percent of drug store shoppers cite lower costs as a motivating factor to purchase their prescriptions at this type of store, compared to 11 percent in 2000.
"Despite the decline in prescription visits, drug stores have numerous opportunities to drive more store traffic," commented Jim Litwin, vice president, market insights at Vertis. "The survey shows consumers can be enticed to output photos from digital cameras, which can lead to additional sales while shoppers are in the store."
The Vertis Customer Focus 2006: Drug Store study, which surveyed respondents for the first time via the telephone and Web, also revealed the following:
Where Consumers Purchase Prescription Drugs
-- The 2006 study shows 65 percent of men 35-49 visited a drug store in the last 30 days to make prescription drug purchases, compared to 72 percent in 2004; however, prescription drug purchases at grocery stores have increased from 6 percent in 2004 to 15 percent in 2006 among men 35-49
-- 49 percent of women 50 and older made prescription purchases at a drug store compared to 57 percent in 2004; there was no change among men 50 and older from 2004 to 2006, with 52 percent surveyed making prescription drug purchases at drug stores
-- Survey results show a slight decrease in prescription drug purchases at drug stores among 18-34-year-old adults; purchases among men decreased from 69 percent in 2004 to 67 percent in 2006, and among women from 65 percent in 2004 to 62 percent in 2006
-- Prescription drug mail orders have been on the rise from 3 percent in 2000 to 7 percent in 2006
Advertising Insert Usage Among Consumers
-- 42 percent of women 35-49 with a monthly prescription stated advertising inserts/circulars influence their buying decision, compared to 19 percent who said television influences their decision (See Figure B)
-- Advertising inserts' influence on women 50 and older, who on average fill the most prescriptions per month, has increased from 28 percent in 2004 to 33 percent in 2006
-- 38 percent of women 35-49 with a monthly prescription turn to advertising inserts/circulars first when they are ready to make a purchase, compared to 17 percent who turn to the Internet for help with their decision
-- Similarly, 35 percent of men 35-49 with a monthly prescription turn to advertising inserts/circulars first to help with their decision, compared to 17 percent of men 18-34
Photos from Digital Cameras Printed at Stores
-- 44 percent of total adults have their digital camera photos processed at a store's photo department (See Figure C)
-- More specifically, 48 percent of women 50 and older and 47 percent of women 18-34 have their digital camera photos processed at a store's photo department, compared to 45 percent of men 50 and older and 34 percent of men 18-34
-- 59 percent of women 35-49 take digital pictures but have done nothing (e-mail, print at home or have processed) with the pictures stored on their media card, compared to 49 percent of total adults surveyed
-- 29 percent of women 18-34 take digital pictures with their camera and have them processed at a kiosk, compared to 21 percent of men and 20 percent of women 50 and older
Reasons Why Non-Perishable Items Are Not Purchased at Drug Stores
-- 36 percent of women 18-34 who do not purchase non-perishable items at drug stores claim it is because drug stores have higher prices (See Figure D)
-- 15 percent of men 50 and older have never thought about purchasing non-perishable items at drug stores
-- Of men 35-49, 17 percent do not purchase non-perishable items at drugs stores because the drug store is not close to home or work
About Customer Focus
Customer Focus is Vertis' proprietary annual study tracking consumer behavior across a wide variety of industry segments -- home improvement, furniture, grocery, sporting goods, home electronics, optical, insurance, credit cards, nonprofit, financial, retail, office supplies, and discount stores -- and media including advertising inserts, direct marketing, and the Internet. The survey was first conducted in 1998 and, in subsequent years, has been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations.
Since its inception, Customer Focus has proven to be one of the nation's most comprehensive examinations of consumer behavior. The survey of 3,000 adults -- conducted via phone and Web by one of the nation's leading field research companies in August/September 2005 -- measures both general and industry-specific shopping trends, and Vertis provides the significant data as a value-added service to its clients.
To acquire a customized Customer Focus 2006: Drug Store study or speak to a Vertis executive, please contact Emily Agan or Maria Amor at (619) 234-0345.
About Vertis
Vertis is the premier provider of targeted advertising, media, and marketing services. Its products and services include consumer research, audience targeting, media planning and placement, creative services and workflow management, targeted advertising inserts, direct mail, interactive marketing, packaging solutions, and digital one-to-one marketing and fulfillment. Headquartered in Baltimore, with facilities throughout the U.S., Vertis combines technology, creative resources, and innovative production to serve the targeted marketing needs of companies worldwide. To learn more about Vertis, visit www.vertisinc.com.
This press release may contain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The words "believes, "anticipates, "expects, "estimates, "plans, "intends," and similar expressions are intended to identify forward-looking statements. All forward-looking statements are subject to a number of risks and uncertainties that could cause actual results to differ materially from projected results. Factors that may cause these differences include fluctuations in the cost of raw materials we use, changes in the advertising, marketing and information services markets, the financial condition of our customers, actions by our competitors, changes in the legal or regulatory environment, general economic and business conditions in the U.S. and other countries, and changes in interest and foreign currency exchange rates.
Consequently, you should consider any such forward-looking statements only as our current plans, estimates, and beliefs. Even if those plans, estimates, or beliefs change because of future events or circumstances, we decline any obligation to publicly update or revise any such forward-looking statements.