PharmaForceIQ empowers teams with a real-time engagement platform built specifically for life sciences. In this recent campaign, we partnered with a client to offset competitive pressures and field vacancies by layering hyper-targeted tactics atop an existing always-on campaign.Â
The situation
Our client, an oncology brand in a rare indication, had an existing always-on media plan but faced twin pressures: planning for several new competitive market entrants while offsetting field force vacancies in high-priority regions after a company restructuring. They needed to ensure both targeted and continuous HCP engagement, so their limited budget had to complement but not replace their existing always-on efforts.
We aimed to quickly demonstrate how a small, targeted investment could supercharge existing campaigns to adapt to these changing dynamics. We would strategically layer hyper-targeted optichannel tactics onto the existing ‘always-on’ base to drive HCP education and action, with the core objective of using this focused budget to encourage ATC referrals.
Our solution
We implemented a strategic approach that maintained an always-on layer, while deploying a focused investment on two high-impact and hyper-targeted layers.Â
We optimized top always-on tactics to maintain brand SOV, while increasing reach and frequency for hyper-targeted tactics to high priority HCPs in key regions and to HCPs in specific regions with rep vacancies. Hyper-targeted campaigns used key real-world signals that indicated an HCP had an eligible patient to trigger relevant content deployment within 48 hours.Â
Across all tactics, we used our proprietary affinity intelligence to determine the best channels and tactics for those deployments to make the most of every dollar spent in engaging these specific HCPs.
The three-layered model included:
Layer | Target NPIs | Goal | % of Focus |
1: Trigger-based Hyper-targeting – High Priority | ~4,300 HCPs | Proactively target high-priority HCPs to complement field efforts with digital omnichannel | 60% |
2: Trigger-based Hyper-targeting – Field Gap | ~11,000 HCPs | To offset the field force gap with digital engagement within 48 hours of a target HCP having an eligible patient | 20% |
3: Always-On | ~15,000 HCPs | To strategically maintain SOV across the entire list | 20% |
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The results
This layered optichannel strategy delivered immediate impact: within just one month of launching it, engagement rates across all channels exceeded industry benchmarks by at least 300%.
We delivered unmatched digital lift. The hyper-targeted effort drove huge performance gains, showcasing the value of the layered approach in engagement rates including:
- Programmatic ad CTR: +1037% above benchmark (3.97% vs. 0.35%)
- EHR ad CTR: +370% above benchmark (9.40% vs. 2%)
- Email open rate: +396% above benchmark (39.80% vs. 8%)
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This rapidly and measurably engaged HCPs, so the brand team could quickly see how the layered model and hyper-targeted tactics boosted the impact of every dollar spent. Our detailed engagement dashboards showed this in real time and connected back to real-time KPIs for critical business outcome and behavior change metrics like script lift.
Within just one month, 87% of the target HCPs had already engaged with the brand across at least one channel, and 30% of HCPs had already engaged on 3 or more channels.
Reach out to see how you can supercharge your existing campaigns by layering on a high engagement, hyper-targeted campaign that engages HCPs in key moments of opportunity on the optimal channels for your audience.