Case Study

Post-LOE Pharma Strategy Delivers 3x Rx Lift

Client

Post-LOE Pharma Market

Key Results

10:1 to 20:1 ROI

The challenge

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.

Hyper-targeted efficiency driven by a strategy that scales with precision

The solution

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 Technology®

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.

The results

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 results

ROI

10:1 to 20:1

Increase in prescription volume

2.5x to 3x

ROI maintained

8-12x

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.

Ready for more than just a data vendor?