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:
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