Improving Audience Quality for DTC Connected TV in Ulcerative Colitis

Ulcerative colitis (UC) affects up to 900,000 individuals in the US – not only impairing their physical health and damaging their digestive tract, but also impacting patients’ mental and emotional health. Starting effective treatment sooner can lead to better patient outcomes, but only if patients (and their physicians) are aware of the best options available. 

Given the prevalence of UC, as well as the substantial percentage of patients who relapse, it’s not surprising that television is a popular channel for UC campaigns, representing an estimated 56% of total media spend in 2024. However, reaching the right, clinically-eligible population – while maintaining compliance with privacy regulations – is not always straightforward. 

Narrowing in on the Right UC Patients with Micro-Neighborhood® Targeting 

OptimizeRx supported one UC brand that faced this exact issue – missing the most relevant patients. The brand was targeting patients diagnosed with UC and treating their disease with antirheumatic drugs, but their current strategy captured too much irrelevant noise, resulting in lower Audience Quality (AQ) and compromising overall campaign effectiveness. 

By combining our patented Micro-Neighborhood® Targeting technology with Madhive’s exclusive premium inventory, we were able to build clinically-precise, hyperlocal audiences of the most qualified patients, then reach them with non-skippable, brand-safe, and fraud-free connected TV advertising. The results speak for themselves: 

• #1 ranked AQ: 60% higher AQ than second-ranked media partner 

• 2x AQ benchmark: OptimizeRx AQ was double the national benchmark 

• Lowest cost per diagnosed patients: 40% lower cost than next best partner 

The OptimizeRx Difference 

The secret to our unparalleled audience quality and impact? Deterministic, brand-specific audience targeting and activation through our patented Micro-Neighborhood technology.  

• We start with our vast warehouse of open and closed medical claims, commercial and specialty prescription claims, consumer attributes, and social determinants of health.  

• Our patented tokenization technology associates de-identified prescription and medical claims data to consumer-level data, supporting compliance with HIPAA as well as emerging state regulations.  

• Then our platform scores over 35 million zip-9 geographies – based on the concentration of eligibility indicators – to create a prioritized, highly specific, and compliant audience.  

The result is exceptional patient specificity in media deployment, fewer privacy concerns, and more patients able to start on life-changing treatment. 

Learn more about Micro-Neighborhood Targeting, now part of the Dynamic Audience Activation Platform (DAAP), then connect our team to explore how we can improve audience quality and engagement for your brand.