Case Study

Patient-Centric Pharma Marketing Drives 44% Script Lift & Wider Prescriber Reach

Client

Rare Sleep Disorder Therapy

Key Results

44% Script Lift and Broader Prescriber Reach

The challenge

Challenge

A leading biopharmaceutical company sought to increase awareness and prescribing activity for a treatment addressing cataplexy and excessive daytime sleepiness (EDS) in patients with narcolepsy and idiopathic hypersomnia. Despite clinical differentiation, many physicians were unaware of the therapy's dual indication and dosing updates. The brand's goal was to identify and engage healthcare providers managing patients with hypersomnia-related symptoms—particularly neurologists and pulmonologists—at the precise moments of care when treatment decisions occur. To succeed, the brand needed to drive prescribing behavior and new-writer activation in a specialized and underdiagnosed market, and measure the exact impact of EHR-integrated messaging.

Quantify incremental prescribing lift and prescriber activation among neurologists and pulmonologists exposed to EHR-based messaging.

The solution

AI-Powered Predictive Targeting

Leveraged DAAP's machine learning models and real-world data to identify HCPs treating patients with idiopathic hypersomnia or narcolepsy-like symptoms. Prioritized specialists (neurology, pulmonary) and selected primary care physicians most likely to diagnose or manage these patients. Matched exposed HCPs to a control cohort based on specialty, geography, and baseline writing patterns to isolate true campaign impact.

Workflow-Native EHR Engagement

Delivered clinically relevant, brand-approved messages directly within EHR workflows—during diagnosis, evaluation, or treatment initiation. Reinforced key differentiators, including indication expansion, dosing guidance, and patient management benefits. Ensured brand presence at the exact point of clinical decision-making to drive awareness and prescribing confidence.

Measurement & Optimization

Applied a rigorous test-control methodology to measure absolute lift in prescribing activity and identify incremental NRx and new-writer impact. Measured early campaign results using a 6-month pre-period and 30-day post-period for accurate trend comparison. Delivered actionable insights to refine targeting, focus on high-performing specialties, and sustain engagement across phases.

The results

Results

The EHR campaign successfully increased HCP prescribing behavior and expanded the active prescriber base. Exposed HCPs demonstrated a 44% absolute lift in prescribing activity compared to control. The program also generated 131 incremental new prescriptions and activated 98 new writers, most in neurology and pulmonary specialties.

Key results

Absolute Lift in prescribing activity among exposed HCPs vs. control.

43.60%

Incremental New Prescriptions (NRx) driven by the campaign.

131

New Writers added to the brand's prescriber base.

Neurologists were the largest contributors to incremental volume.

71%

Pulmonologists represented a meaningful secondary driver of adoption.

20%

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%

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