A Top-Tier Pharma Brand Decreases Cost Per Exposed Physician by 95%
Download
The Challenge
Increasing Pharma Advertising Conversions While Reducing Costs
A top-tier pharma brand with a preventative treatment Rx was beginning a new ad campaign and looking to:
- Access a superior healthcare professional database
- Maximize the number of physicians reached
- Increase conversion rates
- Lower costs
The Solution
Leveraging HCP Data & Maximizing Pharma Advertising Performance
Step #1: Leverage Proprietary Database to Reach Target Audience
Adfire Health used their accurate and clean database of over 8 million segmented healthcare professionals to consistently reach the target audience at higher rates than competitors.
Step #2: Deliver Ads Across Devices
Adfire Health utilized a comprehensive identity graph that includes 25+ million devices and 128+ million persistent identifiers to enhance performance by displaying ads across devices and ad environments.
Step #3: Provide Affordable Ad Placements on Diverse Channels
By targeting individual healthcare professionals based on their personally identifiable information, Adfire Health displayed the pharma brand’s ads on premium lifestyle websites, a more affordable option than endemic sites.
Step #4: Optimize Ad Performance With Programmatic Technology
Adfire Health optimized ad performance by continuously analyzing campaign trends to determine which bid factors were increasing performance (i.e. ad placement, devices, and time) and adjusting them accordingly.
Step #5: Maximize Ad Impression Opportunities With Artificial Intelligence
Adfire Health monitored nearly 9 million impression opportunities every second to bring actionable, data-driven insights to the ad campaigns.
The Results
Delivering Impressive Pharma Advertising Metrics
Adfire Health’s campaign achieved remarkable results:
- Conversion rates 17.4% higher than industry standards
- A 244% increase in the number of patients exposed
- A 95% decrease in the cost per exposed physician
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.
