A leading pharmaceutical company in a large fragmented market needed to ensure their media investments were driving the greatest possible script lift versus just instigating competitive prescribing activity. Analysis of their traditional audience segments suggested they were initiating suspect prescription activities across all available therapies.
Swoop built a tiered approach to segment the market based on the likelihood of a patient being prescribed the client’s therapy. Three exclusive segments were created: 1) all diagnosed or likely to be diagnosed patients to ensure brand awareness was built across the entire potential market; 2) diagnosed plus commercially insured patients to leverage the work the brand team conducted with plan providers; and 3) diagnosed plus seeing a healthcare provider who prescribed the therapy to focus on patients of brand-loyal prescribers.
By utilizing layered exclusive target audiences, the client migrated from impressions spread evenly across all diagnosed patients to a model where for every one impression that went to a diagnosed patient, two impressions were directed to those diagnosed patients who were commercially insured and three impressions to those patient seeing healthcare providers who prescribed the company's therapy.
Our exclusive patient audiences can be deployed across channels via the industry's widest variety of engagement options.
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A large pharmaceutical company had taken a siloed approach to direct-to-consumer and healthcare provider marketing efforts, and while recognizing the need to finally coordinate efforts, needed to leverage and maximize existing investments to boost Rx rates.
Swoop built a set of custom patient audience segments and NPI lists designed to work in concert. Two strategies were implemented: one focusing on currently-prescribing HCPs and their patients (for DTC, diagnosed patients seeing HCPs with brand messaging to drive them to the HCP and for loyal prescribers with brand messaging reinforcing the therapy’s efficacy) and the other on competitive prescribing HCPs and their patients (for DTC, non-adherent diagnosed patients who were on a competitive therapy with messaging emphasizing the therapeutic advantages of the therapy and for HCPs with messaging around the specific advantages of the therapy).
By migrating from one set of messages for HCPs and patients, to two different market segments -loyal and competitive- with coordinated message differentiation, the right message reached the right audience and the client maximized conversion and Rx lift.
