1:1 Programmatic Campaign Results in 29:1 ROI and $1.6M Lifetime Patient Value in Four Months for Newly Launched Oncology Therapy

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 increase physician awareness of a recently launched follicular lymphoma therapy. 

The Solution 

Swoop engaged a target list of priority HCPs through 1:1 programmatic activation. Safety and efficacy display banners were served on desktop and mobile while HCPs accessed non-endemic sites and apps.

The Outcome 

The campaign resulted in more than 500,000 impressions and greater than 2x the industry average click thru rate. This led to 8 new patient starts during the four month campaign, generating $1.6M in lifetime patient value, or a 29:1 ROI. 

About the Author

Scott Rines

President

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.