The challenge
Drive treatment intent and conversion
A leading pharmaceutical company wanted to leverage advanced targeting on linear TV to drive treatment intent and conversion for their birth control brand and product line overall.
The insight
Not all treatments are the same
Within an already informed market, advanced TV targeting is a great way to increase brand awareness for patients who are actively looking for the right product for them.
The solution
Target likely consumers via national TV
We partnered with the client to run an AdSmart national TV campaign optimized across our linear portfolio to reach a custom Epsilon “Birth Control” consumer target instead of a traditional Nielsen demo. The Advanced TV Targeting campaign ran across 6 networks: Bravo, CNBC, E!, OXYGEN, SYFY and USA.
The results
We commissioned a custom Veeva Crossix study to measure the impact of AdSmart exposure on driving treatment intent and conversion for their birth control brand and product line.
Treatment intent and conversion exposed vs. unexposed
Treatment intent and conversion in-target exposed vs. in-target unexposed
LARC (long-acting reversible contraception) conversion composition
brand
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