Addressable TV Delivers Exceptional Reach to Niche Oncology Audience
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
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
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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
