Reaching the Unreachable:

The Challenge

An in-line pharmaceutical brand, and its long-standing media agency faced significant challenges over several years targeting relevant consumers, and patients for their direct-to-consumer media program. The brand is the only FDA-approved treatment for a rare neurological condition. Traditional media planning, segmentation, and targeting approaches had proven insufficient due to:

Over reliance on demographic audience modeling
Complexity of diagnostic criteria
Frequent misdiagnoses
Targeting limitations on traditional digital media channels

The brand sought to improve qualified patient reach and campaign efficiency, as well as assess the
effectiveness of new audience segmentation in driving patient visits to HCPs and if the results showed an increased diagnosis and initiation of brand treatment

The Solution

The manufacturer, and its agency, partnered with OptimizeRx to more accurately identify and segment both consumers and patients using a privacy-safe deterministic approach. The agency then used our audience data to execute an omnichannel, programmatic media campaign, and the OptimizeRx analytics team measured the results.

Qualified Audience Identification& Targeting

We leveraged our patented approach to audience development, Micro-Neighborhood® Targeting (MNT), alongside predictive analytics to drive campaign efficiency. MNT is a privacy-safe, HIPAA-compliant approach to audience development which integrates medical claims data with consumer data to identify patient signals within specific ZIP-9 geographies. This deterministic approach to audience development enables greater precision and a standardized approach to omnichannel targeting

Predictive AudienceSegmentation

Recognizing the difficulty in identifying individuals with rare or misdiagnosed conditions, we also employed predictive
modeling and machine learning techniques to uncover hidden potential patient populations to extend the reach of the campaign. We leveraged real-world clinical data to predict consumers who were potentially pre diagnosed, or mis-diagnosed, to include in advertising outreach. This enabled us to identify additional MNT geographies to be added to every channel, further improving performance.

Execution of the Omnichannel Media Campaign

To ensure the effectiveness of the campaign, OPRX assessed Audience Quality (AQ) by identifying individuals who met
key health criteria. These included:

Display advertising
Online video platforms
Connected TV (CTV)

This comprehensive approach not only improved the brand’s ability to identify and engage the right patients but also optimized campaign efficiency across digital channels, ensuring measurable outcomes for their DTC efforts.

The Results

The campaign demonstrated the power of OptimizeRx’s combination of media and clinical expertise along with our deterministic MNT, machine learning, and predictive analytics in transforming consumer engagement for the rare disease brand. By applying these innovative techniques, the brand achieved its desired goal of improving the relevance of its audiences and connecting with patients affected by this rare neurological condition.

Key Outcomes

75% overall increase in AQ
- 18.2% AQ achieved in digital channels
- 13.5% AQ achieved on campaign website
92% increase in website engagement
9,700 diagnosed patients reached
2x new diagnoses in campaign-exposed consumer audiences vs no-exposed

This measurable success underscores the importance of combining innovative privacy-safe targeting methodologies with advanced analytics to overcome the unique challenges of reaching underserved patient populations.

About Us

OptimizeRx partners with over 300 pharmaceutical brands and their industry-leading media agencies to deliver patientcentered healthcare engagement that drives results. Our solutions ensure that life science brands connect in meaningful ways with patients and providers at the critical moments that matter most. With our focus on impactful interactions, we help agencies craft campaigns that lead to measurable performance, and manufacturers drive better outcomes, faster. Together, we’re shaping a future where healthcare is more effective, accessible, and centered on patient well-being.