Empower Propels Patient Experience
The Challenge
- Identify patients at each stage of their journey
- Gain more robust creative messaging insights
- Activate Millennial Multiple Sclerosis (MS) patients to convert to brand
Overall Strategy
- Collaborate with Creative AOR to fully understand nuances between each patient segment
- Translate the segment personas into Empower Demo, Health, and Behavioral attributes
- Strategically align creative messages to each segment, based on where they are in the patient journey
Solution
- Leverage Empower’s robust audience attribute data to create five custom segments to precisely target and message MS patients
- Piloted via Programmatic and Social due to the Millennial MS patient interests, targeted as Digital Natives and Social Media Savvy