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OptimizeRx and Madhive Boost Ulcerative Colitis CTV Campaign with Precision Targeting for 60% Higher Audience Quality

 

Challenge

A leading pharmaceutical company and their agency sought to improve their Connected TV (CTV) campaign targeting moderate-to-severe ulcerative colitis (UC) patients, but prior efforts lacked precision.

Key Obstacles:

  • Ineffective Audience Strategy: Previous targeting captured too much clinically irrelevant "noise," reducing campaign effectiveness.
  • Missed Scale: Failed to reach a sufficient percentage of the 900,000 U.S. UC patients, despite the condition’s prevalence (diagnosed ages 15–35) and high recurrence rate (30% within a year of remission).

 
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OptimizeRx’s precise targeting maximized campaign effectiveness, delivering a clinically relevant UC audience at lower costs, setting a new standard for CTV campaign success.

The Solution

OptimizeRx and Madhive delivered a privacy-safe, clinically precise audience for a 12-month ulcerative colitis (UC) CTV campaign, exceeding Audience Quality benchmarks.

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Micro-Neighborhood® Targeting

Pinpointed hyperlocal, high-value UC patient groups using geo-specific data.
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Custom Audience Segments

Built with Medical Diagnosis (Dx) and Pharmacy (Rx) claims including:

  • Dx: CPT, ICD-10, J, HCPCS codes.
  • Rx: Rx/NDC codes, insurance reimbursement.

    • Targeted UC-diagnosed patients, including those on disease-modifying anti-rheumatic drugs.

 

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CTV Campaign

Reached cord-cutters/stackers with non-skippable, brand-safe, fraud-free ads.

Ran on popular TV shows/movies via premium inventory.

 

The Results

OptimizeRx’s Micro-Neighborhood® Targeting Outperforms in UC CTV Campaign

Over a 12-month period, OptimizeRx’s precise targeting maximized campaign effectiveness, delivering a clinically relevant UC audience at lower costs, setting a new standard for CTV campaign success.

 

 

Key Outcomes

  • Best Performance: Outperformed all partners in audience quality and cost per diagnosed patient.
  • 60% Audience Quality Rate: 2x higher than the national benchmark and 60% above the next-best partner.
  • 40% Lower Cost per Diagnosed Patient: Reduced costs compared to the next-performing partner.