Activating Patients Using Targeted Media Strategies
TV Made for Rare Disease
Niche oncology campaign is 76x more targeted than disease state prevalence.
THE CHALLENGE
A rare disease brand, initially launched across paid search and a baseline of media tactics, was gearing up to launch a TV campaign to amplify awareness. The brand needed a strategic approach to eliminate big-screen waste as much as possible. The asset length fell in the 60-90 second window, which was also a factor in planning.
THE SOLUTION
The EVERSANA INTOUCH team introduced the concept of clinically-targeted Connected TV (CTV) into the campaign. The media team worked with priority CTV partners that could scale the combination of asset length and clinical targeting to assemble an ideal launch plan. This plan was designed to evolve and optimize toward patient reach by reallocating funds to the streaming services where the campaign identified the highest density of patients, based on specific ICD-10 codes and the lookback window at hand.
This additional channel significantly escalated audience quality, reaching a higher volume of diagnosed patients per impression.
Given the fragmentation within the CTV landscape and the nature of consumers hopping from service to service based on the content available each month, it was crucial for the campaign to have built-in flexibility to meet patients where they were consuming content.
THE RESULTS
The media campaign has shown impressive results:
Increased Audience Quality
Upon the pilot launch, the initial difference highlighted CTV with an audience quality 1.35 times higher than display. The first quarter of data showcased that the inclusion of CTV led to a higher volume of diagnosed patients being reached per impression.
Continued Data Partner Evolvement
Since the pilot, the campaign was extended and has evolved, with new data partners brought in and previous ones phased out.
Residual Media Effects
Branded search terms saw a 5% increase following the CTV launch.
Optimized Budget Allocation
The team effectively allocated additional budget to the most impactful streaming apps, enhancing overall campaign performance.
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