Generating 37% Script Lift, 120 New to Brand Starts and $4M in Patient Lifetime Value in Three Months for Plaque Psoriasis Drug

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.

About the Author

Erin Ruggiero

Chief Digital Officer

Erin DeRuggiero currently serves as the Chief Digital Officer at Swoop, where she is focused on developing targeting and analytics products that allow brands to reach their ideal patient and health care professional audiences. Previously, Erin was the founder and CEO of TI Health where she brought more than 25 years of digital advertising, data and healthcare marketing experience. Prior to that, she founded SRAX, ad tech across industries that was up-listed on NASDAQ two years post launch, a milestone for a female-led healthcare tech startup. She has worked with pharmaceutical manufacturers, medical devices and their respective advertising agencies to create palpable, positive outcomes for hundreds of therapeutics, devices and brands.