35:1 ROI and 33% Script Lift by Engaging Priority Oncologists for a Leading Melanoma Therapy with 1:1 HCP Activation

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 

An oncology brand wanted to engage priority target list HCPs to increase brand awareness in a competitive melanoma market. 

The Solution 

Swoop deployed efficacy messaging via targeted mobile and desktop banners to HCPs as they accessed non-endemic content. 

The Outcome 

The campaign engaged more than 1,000 priority physicians across oncology/hematology and primary care and resulted in a 33% script lift leading to an incremental 80+ New to Brand (NRx) starts within ten months of promotion. Swoop delivered nearly $2M in lifetime patient value for the brand, or a 35:1 ROI. 

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.