0
%
lift in conversions from the time of launch
0
+
total conversions
0
M+
health care provider impressions
0
+
site visits
The Challenge
Staying Competitive & Increasing Pharma Conversions
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 learn about their options. Their goals were to increase the total number of actions taken on a gated website and deliver more patient samples and co-pay savings cards to prescribing health care providers.
The Solution
Engaging Health Care Providers With Pharma Retargeting Advertising
- Step #1: Utilize 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 United States and over 6.5M key influencers including pharmacists, registered nurses, mental health professionals, hospital executives, and more.
- Step #2: Deliver Ads Across Devices
- Adfire Health utilized a comprehensive health care provider identity graph that included over 25M devices and over 128M persistent identifiers so they could enhance personalization by displaying ads across devices, households, and locations.
- Step #3: Segment Data to Enable Actionable Analytics
- By segmenting the health care provider data by specialty (we targeted PCPs, NPs, and PAs) 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.
- Step #4: Optimize 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 adjusted them accordingly.
- Step #5: Retarget Health Care Providers Who Are 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 who clicked on the client’s advertisements, Adfire Health created a more targeted list of health care providers and then continuously displayed ads in front of them.
The Results
Reaching & Converting More Health Care Providers
In addition to the client renewing for 3 years, here are some of the results:
- 295% lift in conversions from the time of launch
- 8,000+ total conversions
- 62M+ health care provider impressions
- 21,900+ site visits
