Targeting HCPs at the Point-of-Care Results in 19% Script Lift for COPD Drug

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 COPD brand was challenged by reaching HCPs and making them aware of the benefits of its therapy. 

The Solution 

Swoop deployed mobile and tablet banners to HCPs at high diagnosing facilities on their personal devices. 

The Outcome 

Swoop engaged more than 10,000 priority physicians across specialties, including pulmonology, allergy and asthma, as well as respiratory and immunology with a recent history of diagnosing ICD-10 J44 at high volumes. The targeted promotion resulted in 157 New to Brand (NRx) starts, 19% script lift, more than $500,000 in incremental lifetime patient value, and a 3.5:1 ROI within ten months.

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.