Healthcare marketers are looking for deeper, more actionable insights to inform how their campaigns are performing. While clicks and impressions are useful digital metrics for showing the effectiveness of an ad in general, they aren’t the healthcare marketing campaign metrics that truly matter.
Clicks and impressions don’t represent the real-world business implications of the ad’s performance. Nor do they provide the insights needed to optimize the campaign to drive a specific outcome, like increasing the number of prescriptions for the drug being advertised.
That’s where DeepIntent Outcomes™ comes in. Built directly into the DeepIntent Healthcare Advertising Platform, Outcomes is the industry’s fastest cross-platform measurement solution based on clinical data. That daily measurement includes both total and incremental conversions generated by the campaign. Conversions include scripts filled and refilled as well as healthcare provider (HCP) visits.
With that knowledge, you’re able to understand how each individual campaign parameter is contributing to your overall campaign success. From there, you can make data-driven decisions that improve campaign performance and ROI. But first, you should understand the healthcare marketing campaign metrics that matter most.
1. Unique Reach
Unique reach represents the number of verified HCPs or patients exposed to the brand message during the campaign flight. In simple terms, this is the total number of verified HCPs and/or patients who were shown an ad, regardless of its format or where it was seen. Unique reach is one of the most important healthcare marketing campaign metrics because it represents how many individuals saw the ad broken out across different campaign tactics. It also plays a crucial role in helping advertisers understand the cost-per-unique HCP as well as the cost-per-verified patient (CPVP).
In particular, unique reach speaks to the strength of DeepIntent’s identity solution. Powered by pharma’s most trusted data source, DeepIntent’s Healthcare Advertising Platform can reach 95% of the prescribing HCP universe. DeepIntent clients have immediate access to this data within the platform. Machine learning algorithms then auto-optimize campaigns to maximize reach at the lowest possible cost throughout the duration of the flight.
These optimizations helped one leading migraine drug achieve 10% higher verified patient reach vs. the guaranteed amount while reducing CPVP by 50%.
2. Audience Quality
Audience quality (AQ) is one of the healthcare marketing campaign metrics we reference most often. In an industry as complex as healthcare, the target market for a certain drug or treatment can be pretty specific. Defined as the number of unique relevant patients exposed to the brand message, AQ is a KPI used to ensure you are reaching the right people based on a historical medical code defined by the client.
With patented technology, Outcomes makes ours the only demand side platform (DSP) to link real-world clinical data with impression data to automatically optimize live campaigns toward AQ.
Because Outcomes uses machine learning and predictive algorithms, key campaign parameters like audience, format, inventory, and creative can be automatically adjusted in-flight based on privacy-safe information about relevant patients.
For one drug, an antiviral medication used to treat symptoms of an infectious disease, Outcomes optimizations improved AQ for all campaign audiences, including third-party segments. As a result, the campaign delivered up to 865% greater AQ prevalence vs. that of the U.S. population.
3. Exposed HCP Visits
The next of the healthcare marketing campaign metrics we’re breaking down is exposed HCP visits. These visits are defined as when HCPs and patients meet in a clinical setting. You can use an HCP target list to link HCPs and patients, while also building custom Patient Modeled Audiences based on the patients who see your highest-value HCPs. Maximizing awareness leading up to clinically-relevant patient visits helps ensure your brand is top of mind for HCPs as they make treatment decisions.
Coordinated HCP and patient media primes patients with more knowledge of conditions and treatment options as well. When both parties have the same information, they’re able to have better, more open conversations during exposed HCP visits. These conversations lead to more trust and ultimately, better patient outcomes.
Integrated campaigns are proven to improve script lift. One leading pharmaceutical brand and its media agency found that coordinating HCP and patient media drove 35% higher total prescriptions (TRx) filled compared to non-integrated media.
4. Script Lift
Perhaps the most straightforward of the healthcare marketing campaign metrics Outcomes measures is script volume. With script data refreshed daily, campaigns can be optimized in-flight to improve:
- TRx, which includes refills and renewals
- NRx, or new prescriptions filled
- NBRx, or new-to-brand prescriptions filled
Similarly to AQ, the patented technology that links real-world clinical data with impression data optimizes live campaigns toward script lift as well. These individual metrics can help tell a story about a campaign’s efficacy in driving scripts.
Our script performance algorithm helped another leading migraine medication increase script lift by 27%. The brand also saw 1,780 new incremental prescription starts.
Thanks to Outcomes, healthcare marketers no longer have to rely on clicks, views, and digital conversions. They can measure the most crucial healthcare marketing campaign metrics and optimize accordingly. Outcomes effectively makes your media work harder so you can deliver against your campaign goals without changing your workflow. To learn more about how we built it, read this blog from DeepIntent’s Chief Technology Officer Anton Yazovskiy.