CASE STUDY

Matterkind and DeepIntent Prove Addressable Media Drives Script Performance and New Patient Starts

Matterkind uses DeepIntent Outcomes patented technology to improve audience quality and script performance

Since its launch, DeepIntent Outcomes™ has been used to automatically optimize media based on real-world clinical data for 85 leading pharmaceutical brands, with over 50 brands benefiting from DeepIntent Outcomes year to date. Today, 65% of all impressions served via DeepIntent’s DSP are optimized toward higher audience quality and script performance, meeting healthcare marketers’ demand for technology that can deliver quantifiable results.
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APPROACH

Campaign and Analysis Overview

DeepIntent’s healthcare-specialized DSP, along with its patented DeepIntent Outcomes™ technology that links real-world clinical data with impression data, empowered Matterkind to measure and optimize live campaigns based on script performance metrics (TRx, NBRx).

PLAN

Highly-qualified HCP and patient audience segments

+ Created custom, clinically-relevant HCP and patient audiences based on the industry’s most comprehensive healthcare data

+ Onboarded existing patient audiences and NPI target lists to DeepIntent’s data agnostic platform

ACTIVATE

Automatic, real-time optimizations toward script KPIs

+ Activated a multichannel programmatic campaign across CTV, OLV, and display

+ Script performance algorithm optimized media in-flight to grow prescription volume while reducing cost-per-script

MEASURE & OPTIMIZE

Performance based on script volume and audience quality

+ In-flight and post-campaign measurement based on script volume and audience quality (AQ)

+ Custom analysis to inform and optimize future campaigns, that quantified the impact of:

HCP and patient media on new patient starts
Multichannel exposures on script performance

Key Outcomes

HCPs’ prescribing rate improved by 10%

Patients were 1.5X more likely to be clinically-relevant and 225% more likely to get on script

Script optimization grew new-to-brand scripts (NBRx) by 12.1X while reducing cost-per-script by 60%

CTV drove 2 – 2.5X higher NBRx than OLV and display, respectively

Combined exposure to CTV, OLV, and display delivered 6X the NBRx rate vs. standalone display

CASE STUDY

Prescriptions Over Impressions

How does addressable media impact script performance? DeepIntent helped one top pharmaceutical company and its agency of record, Matterkind, answer that question with an integrated, cross-channel campaign. With the help of data-driven audience building and real-time script optimization, the brand maximized ROI.

How CTV Is Changing the Way TV Media Is Transacted

At our recent Innovating with Intent event focused on pharma CTV advertising, Matterkind’s Adam Thomas discussed the channel’s effectiveness at driving NBRx prescription fills with our SVP of Client Strategy Carrie Craigmyle and Finn Partners’ Ritesh Patel.

"With DeepIntent Outcomes, Matterkind goes beyond front-end metrics like views and completion rates and quantifies the real-world impact of our campaigns. More importantly, we can measure how our results improve over time across channels as the platform optimizes the campaign toward goals we set."