Pain Management Advertising Campaigns Boost Patient Scripts by 244%

As a healthcare marketer, you’re familiar with the struggle of getting healthcare professionals (HCPs) to notice your message. They’re swamped with ads, sales calls from pharma companies, and endless patient care tasks. A leading migraine prescription brand faced these very challenges. Their goal was to boost engagement and drive patient scripts for their injectable migraine drug. To tackle this, they teamed up with Adfire Health. Together, they launched a strategic pain management advertising campaign to rise above the noise. Here’s the story of how Adfire Health helped them succeed.

Understanding Pain Management Marketing Obstacles and Market Saturation

The healthcare marketers on the team were navigating a booming market. The Global Migraine Therapeutics Market was valued at $6.16 billion and was projected to reach $8.58 billion by 2029, growing at a steady CAGR of 6.84%.¹ This surge was driven by increased awareness, more diagnoses, and substantial investments in research and development. With at least 39 million Americans suffering from migraines,² many of whom were undiagnosed or untreated, the opportunity for growth was immense.

However, with this growth came fierce competition. The market was becoming saturated with new acute and preventive medications, making it harder for the brand to stand out. Engaging physicians was a critical hurdle—they were overwhelmed with new treatments, had limited consultation time, and needed clear, concise information to make informed decisions. As marketers, finding ways to cut through this noise and make their product shine was more crucial than ever.

Educating Patients: Overcoming Awareness Challenges in Pain Management

Significant challenges in the migraine therapy market arise from a lack of patient awareness and education,³ often caused by insufficient communication from healthcare providers, limited access to accurate information, and complex treatment options. Physicians struggle to engage with patients due to limited time and resources for education. As a result, patients experience delayed diagnosis and treatment, low medication adherence, concerns about side effects, and accessibility issues.

Our client needed to effectively educate healthcare providers about new treatment options to overcome these obstacles and drive patient scripts. Ensuring that healthcare providers were well-informed about the latest treatments and advancements would enable them to better communicate these options to their patients. Over half of patients (53%)³ have indicated that a doctor’s recommendation would increase their interest in trying a new preventive migraine drug. By enhancing physician engagement, our client hoped to boost patient awareness and encourage the adoption of new therapies, ultimately improving patient outcomes and satisfaction.

Our client faced the tough challenge of standing out in the highly competitive migraine drug market. They needed a smart strategy to promote their pain relief solutions effectively. That’s where Adfire Health came in. We crafted a dynamic campaign to captivate healthcare providers and boost engagement with their innovative injectable migraine prescription drugs.

Maximizing Pain Relief Marketing by Reaching HCPs

To drive awareness and boost the credibility of pain relief medications, we targeted segmented HCP specialties such as neurologists. These HCPs are instrumental in recommending treatments, making their engagement critical for patient adoption and increasing medication purchases. The strategy ensured strong connections through expertly optimized marketing campaigns, significantly boosting the medication’s market presence and patient uptake.

Streamlining Cross-Device & In-App Pain Relief Marketing Efforts

Adfire Health leveraged advanced analytics to comprehensively understand neurologists’ online behaviors, professional interests, and the latest industry trends.
These insights informed a sophisticated advertising approach that offered curated ad experiences across multiple devices, including desktops, smartphones, and tablets.

This strategic approach maximized engagement and conversion opportunities for neurologists and other targeted prescribers across their preferred technologies and platforms. The campaign consistently met benchmarks through ongoing refinement based on device type, browser, platforms, and performance indicators.

Retargeting Neurologists to Drive Brand Visibility

Adfire Health implemented retargeting tactics to cultivate ongoing HCP interest and drive more meaningful campaign interactions. By facilitating a cohesive brand narrative that resonated with HCPs, the campaign maintained high visibility among key audiences across multiple digital platforms. This approach ensured a persistent brand presence in specialists’ preferred online environments, keeping the migraine drug campaign top-of-mind.

By partnering with Adfire Health, the pharmaceutical brand successfully engaged neurologists and other target HCPs, significantly increasing conversions and outperforming competitors.

Targeted HCP Engagement Boosts Patient Scripts

Adfire Health’s campaign led to a 244% increase in patient scripts. Additionally, the cost per exposed physician decreased remarkably by 95%.

Omnichannel Healthcare Marketing Strategies Dominate the Competition

Adfire Health’s advertising campaign reached 23% more of the client’s target audience than the second-best performer. By using in-app, retargeting, geofencing, and cross-device strategies to engage target HCPs, Adfire Health soared to the #1 spot in reach and conversions among competitors. The results were impressive: 21,923 visits to the client’s website, 62 million targeted impressions, 8,109 conversions within six months, and a 50% conversion rate.

CTV Pain Relief Marketing Campaign Generates Substantial Conversions

Adfire Health effectively engaged neurologists via Connected TV (CTV) using its proprietary database, achieving outstanding results. The player completion rate soared from 53% to 98%, and the campaign’s cost per acquisition (CPA) plummeted from $127 to $26, an 80% reduction. Throughout the year-long campaign, Adfire Health utilized traditional programmatic placements and CTV, achieving higher reach at a lower cost than the competition.

• Nearly 250 gross conversions from CTV in 3 months
• CTV cost per target list HCP was only $12.19
• CTV outperformed the target list media display
• CTV player completion rates remained high at 97.66%

At Adfire Health, we work with healthcare marketers to create optimized, highly effective, data-based digital engagement strategies. With Thumbprint™, our segmented data ecosystem of over 8.2 million healthcare professionals, we can offer direct access to healthcare professionals nationwide.

We bring our years of hands-on experience to every new campaign and work with you to get the best results possible. Contact us to learn more about what we can do for your business.