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

Recommendation

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