Case Study

Driving Results with CTV Advertising in Pharma Marketing

Client

CTV Advertising

Key Results

60% Higher Audience Quality

The challenge

Challenge

A leading pharmaceutical company and its agency were looking for a more advanced way to improve their Connected TV (CTV) campaign aimed at patients with moderate to-severe ulcerative colitis (UC). Their previous audience strategy hadn't worked well—it failed to reach enough of the right patients and instead attracted too much irrelevant data, which weakened the campaign's overall impact. With over 900,000 people in the U.S. affected by UC—often diagnosed between the ages of 15 and 35—hitting a higher percentage of clinically relevant healthcare consumers should have been more achievable, especially given that nearly 30% of those in remission experience a recurrence within a year. To overcome these challenges, the client turned to OptimizeRx, for a more precise and privacy-safe audience solution with their chosen media activation partner, Madhive.

The results were clear – OptimizeRx delivered measurable improvement in audience quality.

The solution

Unqiue Segments Focused On

Diagnosed with Ulcerative Colitis

Diagnosed with Ulcerative Colitis and treating with disease modifying anti-rheumatic drugs

Duration: 12 Month CTV Campaign

Addressed the nuances of the UC patient population Cord-cutters and stackers Ads ran with popular TV shows/movies, were non-skippable, brand-safe, and fraud-free.

The results

Results

OptimizeRx delivered measurable improvement in audience quality next to 5 competitive vendors.

Key results

OptimizeRx targeting had the best performance of all partners in both audience quality and cost per diagnosed patient

Our Micro-Neighborhood® targeting platform produced higher audience quality than the national benchmark

Higher audience quality rate than the next performing partner

60%

Cost per diagnosed patient was lower than the next performing partner

40%

Results that speak for themselves.

From rare disease to mass markets, our clients move faster, waste less, and turn coordinated marketing into measurable script lift.

Data Driven Decision-Making Drove 10:1 Return on TV Ad Spend

Learn how data-driven decision making in pharma delivered a 10:1 ROI on TV ad spend through precise targeting and omnichannel engagement.

The ad ranked in the top 25% for impressions per new prescriptions (NRx) generated.

25%

Return on Advertising Spend (ROAS) Digital Display

10:1

Audience segments ranked in the top one-third for impressions per NRx generated.

3/4

AI-Powered EHR Messaging Drives Significant Referrals for Rare Disease Treatment Referral

Discover how AI in HCP engagement improved rare disease referrals by delivering timely, EHR-based education to pediatricians and specialists.

Higher Overall Referral Rate in the test group compared to the control group.

23x

Increase in Pediatric Endocrinology Referrals in the test group versus the control group.

110x

Increase in Pediatric Genetics Referrals in the test group

~6x

Improving Audience Quality for CTV with Clinical Connected Datasets

See how OptimizeRx drove ROI in pharma CTV advertising by using clinical data and Micro-Neighborhood® targeting to improve audience quality.

OptimizeRx targeting had the best performance of all partners in both audience quality and cost per diagnosed patient

Our Micro-Neighborhood® targeting platform produced higher audience quality than the national benchmark

Higher audience quality rate than the next performing partner

60%

Healthcare marketing is evolving.

Ready for more than just a data vendor?