Addressable TV Delivers Exceptional Reach to Niche Oncology Audience

bottom curve

The Challenge

  • Brand is third to market, behind strong competitors in a cluttered oncology space, with a small patient base under 500,000
  • The brand needed patients to request and stay on this drug therapy
  • Client wanted to explore broadcast to reach their audience

Overall Strategy

  • Narrow in on extremely niche patient audience
  • Generate a high SOV with patients in the noisy oncology category

Recommendation

CMI recommended the more efficient data-driven targeting, based on Rx data, offered through Addressable TV

Efficient

Data-Driven

Solution

  • Incorporated HCP list into targeting for further refinement of reach
  • Measured HCP visits and quality of the audience reached

Further Refinement

Measured HCP Visits

Results & Learning

How did this approach help the client?

0%

of exposed households had specified rare cancer treatment in the past year

0%

more likely to have relevant rare cancer treatment than the national baseline

0%

of exposed households visited a physician after seeing the ad

0%

more likely to visit a doctor than national baseline rate