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.