Rare Disease Marketing Launch Drives 1800+ Conversions in 3 Months

As a healthcare marketer, navigating the challenges of rare disease marketing is a complex endeavor. When a client approached our team about reaching a highly specialized and niche audience of nephrologists for an unknown kidney disease, Adfire Health devised a strategic niche HCP targeting campaign to successfully increase engagement among their target audience. The disease was not widely recognized, making the audience difficult to target and engage.

Understanding the Barriers in Rare Disease Marketing

Although the rare kidney diseases market¹ has significant growth prospects, it faces considerable challenges.² With small patient populations, limited biomarkers for diagnosis, and intricate care needs, progress is difficult. High development costs, struggles with patient recruitment for clinical trials, and a lack of FDA-approved treatments add to the obstacles.³ Even with the U.S. Orphan Drug Act⁴ providing incentives like tax credits and market exclusivity, 95% of rare diseases still lack approved therapies.

That said, the market is making strides. Increasing awareness, innovations in diagnosis and treatment, and collaboration among major stakeholders like Calliditas Therapeutics, GSK, Aurinia Pharmaceuticals, and Amicus Therapeutics are fueling growth.² The market is forecasted to grow from $3.9 billion in 2024 to $12.1 billion by 2035, with a compound annual growth rate (CAGR) of 11%.⁵

Adfire Health’s client faced similar marketing hurdles, struggling to develop strong nephrologist engagement strategies. By collaborating with Adfire Health, our client was able to effectively reach their target audience, raising awareness about this little-known kidney disease and spotlighting advancements in diagnostic techniques and emerging therapeutic options.

Let’s explore the specific rare disease kidney marketing tactics Adfire Health deployed to help our client gain traction in the industry.

Our client was up against the difficult challenge of reaching a specific demographic of nephrologists to educate them about a rare kidney disease. They sought a strategic solution to effectively engage HCPs and raise awareness. Adfire Health addressed this need by developing a comprehensive rare disease marketing campaign using a multi-faceted approach to enhance our client’s healthcare marketing efforts.

Crafting a Tailored 1:1 Display Campaign for Rare Diseases

Our client aimed to improve CPA efficiency by increasing awareness and engagement among nephrologists focused on a specific kidney disease. Adfire Health crafted a 1:1 display campaign to precisely target nephrologists, maximizing reach through strategic digital ad formats and placements. Our team developed tailored messaging for these display ads, ensuring delivery across multiple devices to maintain consistent engagement and awareness. Adfire Health then employed advanced data analytics to identify responsive HCP segments and dynamically optimize the campaign in real-time.

Aligning Cross-Platform Strategies for Rare Disease Marketing Efforts

By using advanced analytics to understand neurologists’ online behaviors, professional interests, and the latest industry trends, Adfire Health ensured that ad messaging followed the target HCP audience across their professional and personal devices, creating a cohesive experience. We also leveraged medical and healthcare apps where nephrologists are likely to engage, providing contextually relevant ads. The approach enhanced engagement by connecting nephrologists with content through their preferred digital platforms and channels.

Retargeting Nephrologists to Capture HCP Interest

Adfire Health employed HCP retargeting to maintain and enhance interest in learning about this rare kidney disease, fostering ongoing engagement among healthcare professionals and driving more impactful campaign interactions. By re-engaging nephrologists who showed interest but did not convert immediately, our retargeting strategy increased the chances of conversion. The strategy ensured the rare kidney disease campaign remained prominent by staying active in the online spaces preferred by specialists.

Generated 1800+ Conversions in 3 Months

Adfire Health effectively engaged nephrologists through cross-device targeting, in-app targeting, and creative retargeting. Within 3 months, our healthcare campaign yielded more than 1,800 conversions, surpassing client expectations.

Exceeded the Client’s CPA Achievement Goal

Adfire Health’s rare disease marketing campaign exceeded our client’s CPA goals, leading to increased engagement from nephrologists. Nephrologist engagement metrics showed a $29.97 CPA. For rare diseases, where the target audience is more niche and specialized, the CPA can be higher compared to more common conditions due to the challenges in reaching and engaging the right audience.

Produced Successful Client Feedback in HCP Campaigns

The success of our rare disease marketing campaign led to a stronger partnership, with the client expressing, “You’re one of our top performers on the HCP campaign.” This success allowed us to expand our efforts into building awareness for rare diseases and managing Disease State Education (DSE) campaign, ultimately helping to better inform nephrologists and patients about treatment options and advancing the push for improved care.

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 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.