Swoop Builds Custom Segments to Meet All Of Your Market Segmentation Strategies

Client Challenge:

  • A Brand in a large competitive market where they are not the market leader needs to ensure that their media investment is driving the greatest possible lift, vs driving competitive prescribing activity
  • Traditional segments are driving activity across all available therapies based on HCP prescribing habits

Swoop Approach:

  • Build a tiered approach to segmenting the market, with increasing frequency based on the likelihood of a patient being prescribed the Brand’s therapy
  • The following custom segments were created
    1. All diagnosed or likely to be diagnosed patients, to ensure Brand awareness is built across the entire potential market
    2. Diagnosed + Commercially insured patients to leverage the work the Brand team had done with the plan providers
    3. Diagnosed +seeing an HCP who has prescribed the therapy to further focus on patients of Brand loyal Prescribers

Results: 

By layering custom targeting segments together the Brand was able to move from impressions evenly spread across a segment of all diagnosed patients, to a model where for every 1 impression that went to a diagnosed patient, 2 where directed to those diagnosed patients that were commercially insured and 3 to those seeing HCPs who have prescribed the therapy, ensuring that marketing activity followed the sales funnel.