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10-27-2021

Real-World Outcomes: A Look at the Healthcare Marketing Campaign Metrics Driving Optimization at DeepIntent

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 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 DeepIntent’s Healthcare DSP, DeepIntent Outcomes is a patented optimization engine that uses predictive algorithms and ongoing machine learning to automatically optimize campaigns in-flight based on daily data refreshes of the most comprehensive, timely healthcare dataset. With DeepIntent Outcomes, healthcare marketers can optimize and measure campaigns in a way that is customized for their specific needs, using real-world healthcare marketing campaign metrics like audience quality, script performance, and more.

Here, we’ll take a closer look at these metrics, the data used for optimization, and the healthcare audiences they represent, along with some examples of how DeepIntent Outcomes helped clients improve their business and patient outcomes.

1. Unique Reach

Among the real-world metrics DeepIntent Outcomes uses to optimize and measure campaigns, unique reach represents the number of unique users who were exposed to the brand message during the campaign flight. In simple terms, this is the total number of healthcare providers and/or potential patients who were shown an ad, regardless of its format or where it was seen. Unique reach is an important metric 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 or potential patient.

Unique reach in particular speaks to the strength of DeepIntent’s identity graph. In an average campaign, DeepIntent’s Healthcare Marketing Platform can reach 90% of HCPs. DeepIntent clients have immediate access to this data within the DSP, and when powered by DeepIntent Outcomes, their campaigns will be algorithmically optimized for unique reach throughout the duration of the flight.

2. Audience Quality

Audience quality is a healthcare marketing campaign metric we reference often at DeepIntent, and there’s a reason why. In an industry as complex as healthcare, the target market for a certain drug, therapy, or treatment can be pretty specific, and that’s why the quality of the audience you’re reaching is so important. Defined as the number of unique relevant patients exposed to the brand message, audience quality is a KPI used to optimize campaigns to ensure you are reaching the right people based on a historical medical code defined by the client.

Because DeepIntent Outcomes uses predictive algorithms and machine learning, key campaign parameters like audience, format, inventory, creative, etc., can be automatically adjusted in-flight based on privacy-safe information about relevant patients. For one specialty epilepsy drug brand looking to maximize verified patient reach at the lowest possible cost-per-verified patient (CPVP), DeepIntent Outcomes helped to accelerate performance while reducing costs, resulting in a 26% increase in audience quality at a 24% decrease in CPVP compared to the campaign average.

3. Script Performance

Perhaps the most straightforward optimization metric is script volume. DeepIntent Outcomes links ad impressions to pharmacy claims (script) data in a privacy-safe way. The script data is refreshed daily, so you can optimize and measure campaigns in-flight to improve script performance metrics:

  • TRx, or total prescriptions filled (including refills and renewals)
  • NRx, or new prescriptions filled
  • NBRx, or new-to-brand prescriptions filled

These individual metrics can help tell a story about a campaign’s efficacy in driving scripts, whether the ads are targeted to HCPs, patient audiences, or both at the same time, and can go one step further to identify whether a patient went on script. In one case-match control study, a leading healthcare media agency and one of its largest pharmaceutical clients leveraged DeepIntent Outcomes to coordinate and measure the combined effect of an integrated HCP and patient marketing campaign on total scripts filled. The study found that coordinating HCP and patient media drove 35% higher TRx compared to non-integrated media. Additionally, DeepIntent Outcomes has been proven to increase NRx by 25%.

Thanks to DeepIntent Outcomes, healthcare marketers no longer have to rely on clicks, views, and digital conversions, but actual real-world metrics to optimize their campaigns. DeepIntent 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.

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