Patient Identification and Programmatic Media Significantly Improve Campaign Efficiency

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The Challenge

This oncology brand was in market for 2 years but patient adoption was lagging. How to efficiently target patients to build trial and consideration of this new, easier-to-use brand?

Overall Strategy

Use proprietary Empower™ research, layering patient personas and high-indexing consumer signals to create a custom patient audience, not based on direct disease state targeting but rather on the likelihood of exposure

Determine most valuable high-writing HCPs to improve probability of patients requesting a switch in their treatment

Programmatic Strategy

Programmatic strategy combined Empower™ audience targeting with media on non-endemic websites and mobile apps, delivering relevant messages only to targeted patients in the US

Non-Endemic Websites

Mobile Apps

Campaign Prioritization

CMI Media Group prioritized the campaign to specific zip codes by matching the brand’s HCP target list to potential patient locations

This data helped improve our search bid strategies, enabling a spend increase in the specific markets that provided the best opportunity for business growth

Search Bid Strategies

Spend Increase

Results & Learnings

70% of the audience had been reached within an astonishing 2 weeks of launch, delivering de-duplicated reach and frequency goals in weeks, not months.

Targeting a person, rather than a media property, yielded 73% lower CPM and 81% lower CPC. This delivered efficiency at unparalleled scale.

Empower™ analysis created exceptional patient proxies that enabled this oncology brand to cost-effectively reach only relevant patient targets

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reached in 2 weeks

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lower CPM

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lower CPC