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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Campaign and Analysis Overview
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
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
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%
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.