Audience Targeting in Healthcare Drives Lift for Biologic Eye Brand

Challenge

A mid-sized pharmaceutical company faced a critical juncture: their flagship physician-administered biologic brand was nearing loss of exclusivity (LOE), and a new brand extension was preparing to launch. The stakes were high, with two key goals.

Key hurdles included:

Convert existing patients from the LOE product to the new brand.

Drive new patient starts among untreated individuals.

But the market was saturated. While the market was crowded with biosimilars and newer branded products, only 3 of the brands were doing DTC advertising, 2 of the brands had a heavy TV presence. The brand needed to cut through the noise with smarter, more efficient patient engagement. Although the client had already mapped the clinical journey, they sought a deeper understanding of audience behaviors—and a way to translate those insights into action across high-impact media channels.

Solution

Data-Backed Media Planning + Hyperlocal Targeting

Build Smarter Audiences

Using large-scale healthcare claims data,

OptimizeRx created custom cohorts based on:

Diagnosis relevance and treatment history
Specialty engagement and patient characteristics
Prior therapy and switching behavior

Optimize Media Mix & Delivery

Each segment received tailored recommendations for:

Preferred channels and tactics (digital display, OLV, social media, television, etc.)
Optimal reach and impression volume
Media formats and device preferences

Activate Micro-Neighborhood Targeting®

Using patented zip-9-level insights, OptimizeRx aligned geographic outreach with claims-based signals indicating high likelihood of treatment initiation or brand conversion. This enabled privacy compliant, hyper-local engagement with deterministic precision.

Results

OptimizeRx’s data-driven, behaviorally anchored audience strategy proved its value—outperforming broader DTC efforts and validating that smart campaign planning and targeting isn’t just efficient; it’s transformational. In a highly competitive therapeutic category, this campaign set a new bar for how immunology brands can drive growth through precision media.

Key Outcomes

10:1 to 20:1 ROI

2.5x to 3x increase in prescription volume

8-12x ROI maintained

Case Study

Precision Pays Off: How Targeted Awareness