PharmaForceIQ empowers teams with a real-time engagement platform built specifically for life sciences, giving you an unfair advantage in reaching and engaging customers. Learn about one recent campaign where we partnered with a client to drive rapid and high-quality engagement with DTC audiences on a very tight budget.
Situation
A DTC marketing team was looking to prevent market share erosion due to the entrance of a new treatment. The client aimed to enhance current DTC marketing tactics and contracted with PFIQ to orchestrate a more impactful campaign, after ending their contract with their previous agency of record due to lackluster results. The client had an extremely limited DTC budget and sought both strategic guidance and tactical execution to optimize spend and maximize engagement.
Objectives
- Optimize media spend for DTC tactics with the goal of driving brand awareness amongst patients and caregivers
- Deliver high frequency of engagement for the right patients and caregivers
- Encourage patients and caregivers to discuss the brand as an option with their specialist before a treatment decision is made
Our solution
We crafted a hyper-targeted, optichannel approach that leveraged:
- Lookalike audience creation using layered demographic information, claims and lab data, and socioeconomic and behavioral data
- Frequent data refreshes to create a dynamic and compliant patient target list on a weekly basis
- Tactical optimization, such as revising and optimizing paid search keywords and ad copy variants, to drive higher-quality patient traffic
The results
Within one quarter of launching, engagement across all tactics increased for target audiences, leading to a significant increase in both DTC site visits and, more importantly, in the quality visit rate.
- Website visits increased significantly, with the site quality visit rate increasing by 195%
- Programmatic engagement increased by 54%
- Paid search engagement increased 37%
