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Helping a #1 branded Rx Drug from going off-the market with a multi-faced and effective digital advertising strategy

Challenge

A #1 branded Rx drug was planning to stop sales because a generic version of their drug was coming onto the market at a lower cost to patients. Before this happened, they contacted Adfire Health to see their options. Their goal was to increase the total number of actions taken on a gated website and deliver more patient samples and copy savings card to prescribing health care providers

Solution

Adfire Health developed an effective, efficient and scalable digital advertising solution by:

» Utilizing our proprietary database to reach health care providers
Adfire Health has devoted its business to building the most accurate and clean database of health care providers in the United States. It includes over 99% of the approximately 1.1M doctors practicing medicine in the Unites States and over 6.5M key influencers including pharmacists, registered nurses, mental health professionals, hospital executives, payers and more.

» Delivering ads across devices
Adfire Health utilizes a comprehensive health care provider identity graph that includes over 25M devices and over 128M persistent identifiers so that we can enhance personalization by displaying ads across devices, households and locations.

» Segmenting data to enable actionable analytics
By segmenting our health care provider data by specialty (we targeted PCPs, NPs and PA’s) and prescribing behavior (those who prescribed high doses at high volume; high doses at low volume; low doses at high volume; and low doses at low volume), Adfire Health was able to better understand the behavior of the users who clicked through the ads and optimize campaign results.

» Optimizing ad performance with programmatic technology
Adfire Health optimized ad performance by continuously analyzing campaign trends to determine which factors were increasing performance (i.e. ad placement, devices targeted and timing) and adjusting them accordingly.

» Retargeting health care providers most likely to convert
On average, only 2% of web traffic converts on the first visit, so it’s important to continuously place your ads in front of the 98% of users who don’t convert immediately. By tracking health care providers clicked on our client’s advertisements originally, Adfire Health created a more targeted list of health care providers who showed interested in this branded Rx and continuously displayed ads in front of them.

Benefits

  • 295% lift in conversions from the time of launch
  • 8,000+ total conversions
  • 62M+ health care provider impressions
  • 21,900+ site visits
  • Hyper-targeted efficient and effective ad campaigns
  • Transparency
  • Excellent customer service

Testimonial

Our digital ad campaign with Adfire Health was so successful that we decided to continue selling our prescription for an additional five years when we planned on stopping sales’ efforts because a generic version of this prescription was coming on the market.

We're here to help

Get in touch with Adfire:
sayhello@adfirehealth.com

Meet The Team

Lilia Tse

Vice President of Sales

Caitlin Demko

Creative Director

Henry Cordova

Graphics Art Manager

Ilir Sabovic

Digital Marketing Specialist

Kathy Leclair

Ad Ops Manager

Create: Crafting Campaigns that Convert

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Create: Crafting Campaigns that Convert

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Get Connected: Digital Advertising in Healthcare

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Digital Advertising in Healthcare

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Read Get Connected: Digital Advertising in Healthcare.

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Get Connected: Digital Advertising in Healthcare

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Programmatic: The Future of Healthcare Advertising

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Programmatic: The Future of Healthcare Advertising

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Download Adfire Health’s one-page glossary which includes the most frequently used terms and acronyms in healthcare marketing.

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