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).