Upstream HCP Activation Delivers an Incremental $2M for a Leading Breast Cancer Therapy

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 leading breast cancer brand wanted to influence decision makers upstream by increasing awareness of its therapy during tumor screening. 

The Solution 

Swoop executed a trigger-based non-target list program to engage HCPs ordering genetic testing through programmatic advertising, with the aim of connecting with professionals before the time of diagnosis with efficacy messaging.

The Outcome 

Near real-time alerts enabled brands to target the right audience, increasing reach and reinforcing messaging. Over 756,000 impressions were delivered across priority accounts with a CTR of .24% — 3X greater than the industry standard. Swoop’s digital promotion resulted in a 31% script lift leading to an incremental 59 New to Brand (NRx) starts. Overall, the oncology brand benefited from more than $2.3M in incremental lifetime patient value, which was a 17:1 ROI within five months of promotion.

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.