Targeting HCPs at the Point-of-Care Results in 19% Script Lift for COPD 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 COPD brand was challenged by reaching HCPs and making them aware of the benefits of its therapy. 

The Solution 

Swoop deployed mobile and tablet banners to HCPs at high diagnosing facilities on their personal devices. 

The Outcome 

Swoop engaged more than 10,000 priority physicians across specialties, including pulmonology, allergy and asthma, as well as respiratory and immunology with a recent history of diagnosing ICD-10 J44 at high volumes. The targeted promotion resulted in 157 New to Brand (NRx) starts, 19% script lift, more than $500,000 in incremental lifetime patient value, and a 3.5:1 ROI within ten months.

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.