Generating 30 New to Brand Starts in 90 Days for New Multiple Sclerosis Therapy By Reaching Specialists at the Point-of-Care

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, with increasingly limited access to physicians, field teams are challenged with reaching HCPs at the point-of-care. This has led to the increased use of non-personal promotion that fails to break through the noise at critical moments of the decision-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 multiple sclerosis brand wanted to capture the attention of hard-to-reach physicians and raise awareness of a new-to-market therapy. However, it was challenged by a crowded landscape that required time-sensitive deployment of targeted messaging post-diagnosis. The goal was to reach providers with newly diagnosed patients before a treatment decision was made.

The Solution 

Swoop deployed highly targeted display media directly to physicians on their personal mobile and tablet devices. These HCP targets were refreshed weekly utilizing ICD-10 codes within the claims data. Ads were served within brand-safe site-level content viewed by HCPs on apps and mobile web browsers. 

The Outcome 

Swoop engaged nearly 9,500 target list physicians including 6,900+ with a newly diagnosed patient, with weekly alerts triggered across multiple primary specialties such as neurology, gastroenterology, rheumatology, and primary care. Swoop’s time-sensitive digital promotion resulted in an incremental 30 New to Brand (NRx) starts within three months. In total, the brand achieved $7.5M 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.