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

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.

Solution

OptimizeRx applied their patented Micro-Neighborhood® Targeting to extend reach to their ideal brand profile across multiple preferred channels.

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® Targeting

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.

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.

Case Study