Scott Rines
The Perils of AdTech Grading Its Own Homework in Healthcare Marketing
By: Kevin Elwell
By: Scott Rines, President, Swoop
Introduction
Pharmaceutical companies want to drive disease awareness, guide treatment options and establish their brand as the therapy of choice. However, most marketers rarely consider the content, message and channel preferences of patient populations and their HCPs at key intervals of their health journey. The result is wasted spend engaging the wrong audience, a lack of conversion and failure to elevate script lift. Swoop is changing all of this.
The Challenge
A pharmaceutical company wanted to create brand awareness of its therapy among priority HCPs treating rheumatoid arthritis (RA) within a defined target list.
The Solution
Programmatic ads were served across devices, appearing as display banner media on websites, mobile websites and in-app, engaging physicians when they were organically consuming non-medical content.
The Outcome
More than 4,000 priority physicians regularly treating RA patients were engaged across multiple primary specialties including rheumatology and primary care. The digital campaign increased script lift by 8% and led to 382 New to Brand (NRx) starts within six months — totaling more than $5.5M in incremental lifetime patient value.
About the Author
Scott Rines
President
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Scott brings over 20 years of building performance-focused client development teams in health care and CPG. He previously served as Chief Revenue and Marketing Officer for Government Solutions Group as well as SVP of Business Development for Catalina Marketing. |