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White Paper: The Marketer's Role in Earlier Disease Intervention

When accurate diagnoses and treatments are delayed, patients pay the price—clinically, financially, and emotionally. While it’s not a panacea for all the challenges patients face, this white paper explores how life science marketers can be part of the solution through smarter HCP and DTC marketing strategies.

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Case Study

How OptimizeRx Improved a Pharma Brand's Audience Quality for CTV Advertising

Challenge

A leading pharmaceutical company and its agency were looking for a more advanced way to improve their Connected TV (CTV) campaign aimed at patients with moderate to-severe ulcerative colitis (UC). Their previous audience strategy hadn’t worked well—it failed to reach enough of the right patients and instead attracted too much irrelevant data, which weakened the campaign’s overall impact.

With over 900,000 people in the U.S. affected by UC—often diagnosed between the ages of 15 and 35—hitting a higher percentage of clinically relevant healthcare consumers should have been more achievable, especially given that nearly 30% of those in remission experience a recurrence within a year.

To overcome these challenges, the client turned to OptimizeRx, for a more precise and privacy-safe audience solution with their chosen media activation partner, Madhive.
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The results were clear – OptimizeRx delivered measurable improvement in audience quality.

Solution

OptimizeRx delivered a privacy-safe and clinically accurate audience at scale, surpassing national benchmarks for Audience Quality. Since ulcerative colitis (UC) is influenced by many factors and has no known direct cause, it was crucial for the brand to cut through the noise and reach the patients who truly needed care.

To do this, we used our patented Micro-Neighborhood® targeting technology to pinpoint high-value, hyperlocal areas where eligible patients actually live. With these precise locations identified, we built custom audience segments using the company’s extensive database of medical diagnosis (Dx) and pharmacy (Rx) claims.

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Unique Segments Focused On:

  • Diagnosed with Ulcerative Colitis
  • Diagnosed with Ulcerative Colitis and treating with disease modifying anti-rheumatic drugs
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Duration: 12 Month CTV Campaign

  • Addressed the nuances of the UC patient population
  • Cord-cutters and stackers
  • Ads ran with popular TV shows/movies, were non-skippable, brand-safe, and fraud-free.
 

Results

OptimizeRx delivered measurable improvement in audience quality next to 5 competitive vendors.

 

Audience Quality Graphic

 

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Key Outcomes

#1 OptimizeRx targeting had the best performance of all partners in both audience quality and cost per diagnosed patient
2x Our Micro-Neighborhood® targeting platform produced higher audience quality than the national benchmark
60% higher audience quality rate than the next performing partner
40% Cost per diagnosed patient was lower than the next performing partner