Swoop
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 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
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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. |