Just because a doctor writes a prescription doesn’t mean the patient will pick it up. That can be dangerous to someone’s health, so a top U.S. pharmacy partnered with West to find ways to improve patient adherence to doctors’ orders. A full year of champion-challenger testing resulted in an additional 8.8 million prescription refills, helping patients keep their treatment plan on track.
Testing allows businesses to discover if a promising “challenger” can defeat the current messaging “champion.” It uncovers benefits, saves money and avoids risk by focusing on the entire messaging strategy — not just keeping lights on. West and the pharmacy performed about 50 champion-challenger tests over a full year, which increased revenue by $132 million. Here are a few notable results.