Case Study

Rare Disease Patient Identification That Increased Diagnosis

Client

Rare Disease Patient Identification

Key Results

198% Increased likelihood of diagnosis

The challenge

Challenge

A top pharmaceutical company faced a serious market challenge: a rare cardiology condition was being significantly under diagnosed, often misattributed to comorbid symptoms in older patients. Their goal was to increase awareness and prompt more patients to seek diagnosis and treatment—while navigating two new competitive product launches. Key hurdles included: -Patients often failed to recognize symptoms or relate them to a single disease -Physicians struggled with identification due to symptom overlap. -The target audience skewed older and was heavily reliant on addressable TV (ATV). -Measurement for ATV was missing from the brand's primary vendor. -Legal hurdles delayed multi-channel targeting due to privacy concerns.

Exposed patients were 198% more likely to receive a new diagnosis.

The solution

Smart Media Activation

Micro-Neighborhood® Targeting reached zip-9 areas with high prevalence of relevant comorbidities. Leveraged deterministic medical claims data to focus on undiagnosed populations. Delivered cost efficiency versus broad demographic TV buys.

Privacy-Safe Multichannel Enablement

Approved as a HIPAA-compliant data provider, allowing brand to reuse the same targeted audience across digital display, CTV, and data-driven linear—without repeated legal reviews. Streamlined execution and reduced overhead while maintaining data security standards.

Integrated Measurement

Filled analytics gap left by the brand's original vendor, delivering data on Audience Quality, office visits, Rx Lift and ROI. Implemented a 1:1 matched test/control design based on demographics, geography, and health history. Tracked office visits (30-day window) and Rx activity (60-day window) tied directly to media exposure.

The results

Results

The campaign delivered strong performance across every major objective — prompting the client to extend the pilot into a full-year campaign.

Key results

Audience match

66%

Increase in visit speed

Increased likelihood of diagnosis

198%

Specialist engagement

11%

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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