COPD is a heavily-invested competitive category with HCPs who are familiar with the available therapies. Client had to; 1) elevate clinical differences of their therapy in reducing COPD exacerbations and patients' use of rescue inhalers; 2) integrate patient benefits and clinical differentiation; and 3) leverage highly-targeted tactics to deliver optimized messaging to key segments of a HCP target list.
Swoop uncovered TIER 1-3 allergists, pulmonologists and high- value PCPs found within the client- supplied NPI list. We digitally reached physicians by NPI number across endemic sites and uncovered NPI engagement levels for the client's field sales team to follow-up with target HCPs.
79% of target physicians were identified across the Swoop Marketplace. In the first month, Swoop reached 31,941 unique physicians by NPI with an average frequency of 1.77. Impressions and clicks by NPI were supplied to the client for use by field sales for follow-up. Our client reported strong performance results and promptly renewed the campaign with a 10X increase in budget.
A large pharmaceutical company offered a therapy often prescribed for off-label use. As such, engaging HCPs was prohibited, so they needed to limit investment to the targeting of HCPs who were prescribing for actual approved uses.
Swoop provided greater insight into physician prescribing habits. A list of HCPs prescribing and a list of HCPs diagnosing was created, and by comparing the two lists, HCPs prescribing but not diagnosing were eliminated. Further refinement was made by examining diagnosis rates compared to prescribing rates to decile rank the HCPs.
By refining the NPI list based on HCPs prescribing and diagnosing, the client was able to focus a greater portion of their investment on the highest priority HCPs and thus achieved optimal performance.