By: Erin Ruggiero, Chief Digital Officer, Swoop
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.
A pharmaceutical company wanted to increase HCP brand awareness for a tardive dyskinesia therapy, specifically among those prescribing competitive treatments and practicing in low access priority office locations.
While legacy demographic targeting limited the effectiveness and value of engaging HCPs via television, NPI-to-device matching allows marketers to optimize TV advertising reach and frequency for better engagement, greater conversion and increased Rx lift. Swoop used its device graph to target low access, competitive-writing HCPs at the household level with unskippable :60 commercials while they streamed their favorite shows.
More than 5,000 neurologists, psychiatrists and PCPs were served over 500,000 impressions. Among them, PCPs were the most receptive, demonstrating 43% lift. The CTV promotion resulted in a 10% script lift leading to an incremental 130 New to Brand (NRx) starts within five months. Nearly $900k was generated in incremental lifetime patient value for the company, which benefited from a 12:1 ROI.
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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. |