While some DTC experts questioned whether this was true (see "What is a Marketer's Goal: Legacy or Sales Today!?"), I now have independent verification that Rozerem DTC return on investment is definitely in NEGATIVE territory!
As reported today in the Chicago Tribune ("Takeda dreams of waking slumbering pill's sales"):
"In the first quarter of this year Takeda spent more than $40 million on Rozerem ads, TNS Media Intelligence figures show, and the company reported $26 million in sales during the same period."ROI = ($0.35)
I think that's right.
If not, here's another way to put it: for every dollar Takeda is spending on its Rozerem DTC campaign, it is only making $0.65 in sales!
How long can this lunacy continue? You tell me!
BTW, here's Takeda's defense:
"We are patient and we know it takes time," said Andy Hull, senior vice president of marketing at Takeda. "We think it is important to educate patients about a safer insomnia product."Education, smeducation! Andy, baby, you're drinking your own Kool-Aid! DTC educates? -- NOT!
Does anyone agree with me that this guy should be fired?!