By: Erin Ruggiero, Chief Digital Officer, Swoop
Introduction
Pharmaceutical companies want to drive disease awareness, guide treatment options and establish their brand as the therapy of choice. However, most marketers rarely consider the content, message and channel preferences of patient populations and their HCPs at key intervals of their health journey. The result is wasted spend engaging the wrong audience, a lack of conversion and failure to elevate script lift. Swoop is changing all of this.
The Challenge
A plaque psoriasis brand wanted to increase its market share despite a highly competitive treatment landscape.
The Solution
Using a hyper-targeted programmatic solution, HCPs prescribing alternative and competitive therapies were served banner media on websites, mobile websites and in-app when organically consuming compliant, non-medically endemic content.
The Outcome
The digital promotion engaged more than 5,000 priority physicians across multiple specialties including dermatology, primary care and other professionals regularly treating plaque psoriasis with competitive treatments. Within only three months, the campaign resulted in a 37% script lift, 120 New to Brand (NRx) starts, and added more than $4M in incremental lifetime patient value.
Swoop
