Case Study

Data Driven Decision Making in Pharma- Drove 10:1 Return on TV Ad Spend

Client

Data Driven Decision Making

Key Results

10:1 Return on TV Ad Spend

The challenge

Challenge

A leading pharmaceutical company set out to refresh its consumer advertising strategy for a well-established treatment for a chronic gastrointestinal condition.

The goal was to raise awareness among patients and attract new ones to the brand. By encouraging people to have informed conversations with their doctors about treatment options, the company hoped to increase the chances of this important medication being prescribed.

However, the brand's initial campaign cast too wide a net, reaching many individuals with short-term issues like GI upset and diarrhea, rather than targeting the chronic sufferers the medication was meant for. This mismatch significantly reduced the campaign's overall impact.

The brand's ad ranked in the top 25% of impressions per new prescriptions (NRx) generated.

The solution

Real World Data

Refined the brand's target audience using privacy-compliant, real-world medical claims data.
Narrowed down the indication segments from eight to four, to focus the campaign on chronic sufferers and excluded patients with unrelated acute conditions.

Micro-Neighborhood® Technology

Pinpointed high concentrations of chronic sufferers in privacy-safe zip-9 areas, allowing relevant ads to reach eligible households. Strong Multichannel Video Program Distributors (MVPD) partnerships(e.g., DirectTV, DISH, Comcast, Spectrum) enhanced this hyperlocal approach. Optimized ad frequency through data-driven analytics, maximizing impact while minimizing fatigue.

Omnichannel Activation

Expanded beyond addressable TV to digital display ads, reaching the same qualified audience across channels, creating a surround-sound effect. Amplified the brand message, increasing exposure and engagement along the patient's journey.

The results

Results

Impact: By honing the campaign audience with our Micro-Neighborhood Targeting, leveraging strong partnerships with MVPDs, and expanding to an omnichannel strategy, the pharma brand achieved strong results.

Key results

The ad ranked in the top 25% for impressions per new prescriptions (NRx) generated.

25%

Return on Advertising Spend (ROAS) Digital Display

10:1

Audience segments ranked in the top one-third for impressions per NRx generated.

3/4

Achieved more than a 6:1 ROAS

6:1

Results that speak for themselves.

From rare disease to mass markets, our clients move faster, waste less, and turn coordinated marketing into measurable script lift.

Data Driven Decision-Making Drove 10:1 Return on TV Ad Spend

Learn how data-driven decision making in pharma delivered a 10:1 ROI on TV ad spend through precise targeting and omnichannel engagement.

The ad ranked in the top 25% for impressions per new prescriptions (NRx) generated.

25%

Return on Advertising Spend (ROAS) Digital Display

10:1

Audience segments ranked in the top one-third for impressions per NRx generated.

3/4

AI-Powered EHR Messaging Drives Significant Referrals for Rare Disease Treatment Referral

Discover how AI in HCP engagement improved rare disease referrals by delivering timely, EHR-based education to pediatricians and specialists.

Higher Overall Referral Rate in the test group compared to the control group.

23x

Increase in Pediatric Endocrinology Referrals in the test group versus the control group.

110x

Increase in Pediatric Genetics Referrals in the test group

~6x

Improving Audience Quality for CTV with Clinical Connected Datasets

See how OptimizeRx drove ROI in pharma CTV advertising by using clinical data and Micro-Neighborhood® targeting to improve audience quality.

OptimizeRx targeting had the best performance of all partners in both audience quality and cost per diagnosed patient

Our Micro-Neighborhood® targeting platform produced higher audience quality than the national benchmark

Higher audience quality rate than the next performing partner

60%

Healthcare marketing is evolving.

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