AdLift Rx: Providing A Deep Understanding of Campaign Performance

By now, you’ve probably heard us talk about AdLift Rx and the features associated with this platform. We are proud to announce AdLift Rx now has enhanced features to allow for expanded measurement capabilities. These additions will allow us to provide you with additional insights to better understand your campaign and make optimizations that drive new patient starts.

Added features to our AdLift Rx platform include:

• Measurement of multiple digital publishers and channels, including publisher overlap analyses.
• Consumer attitudes, lifestyles, and media channel to help understand your patients as consumers.
  • Clients have used this for improved creative development and media planning
• In-depth physician visitation data across multiple specialties
• Inclusion of new to brand net conversion within the platform.
• Transparent sharing of sample sizes and confidence intervals for statistical significance.
• Downloadable data, for users’ further custom analyses.
• Upgraded visual platform for tracking campaign performance and recommending optimizations

To show you how AdLift Rx has met your measurement needs, let’s walk you through an example of how AdLift Rx insights helped our client measure and optimize their campaign.

AdLift Rx in Practice

AdLift Rx has measured a digital media campaign for an oncology brand targeting diagnosed patients as well as patients who had undergone related first-line procedures. We were able to provide our client with ongoing campaign insights to guide optimizations and improve ROI. AdLift Rx answered three main questions relevant to any campaign:

Who is the Campaign Reaching?

During the campaign, we found that reached consumers were over three times more likely to have been previously diagnosed with the oncology condition, within the prior two years before ad exposure. This gave our client confidence they were reaching their target patients. In fact, for patients 65 and older, AdLift Rx showed the campaign was over five times more likely to reach previously diagnosed.

Aside from medical history, we evaluated the reached consumers based on lifestyles, attitudes, and media preferences. We found the exposed and diagnosed patients to be on par with national benchmarks for banner ad and email responsiveness, but rarely used social media channels. We also profiled this audience as heavy daily TV watchers on traditional TV sets, most enjoying News, Home Improvement, and Documentaries. Furthermore, the diagnosed reached audience were laggards in adopting newer technologies and infrequent in exercise.

Our client applied these insights to adjust creative copy and consider specific additional media channels.

What Actions Are They Taking?

To supplement this deep understanding of our reached audience, we continued down the patient funnel to understand what actions they took after campaign exposure. We found that exposed patients visited multiple specialists up to 30 days after seeing the ad, most commonly oncologists, followed by radiologists, pulmonologists and cardiologists.

Using this information, the client was able to expand their non-personal promotion to account for an expanded range of specialists.

Why Are They Responding?

A major gap with current offerings is the lack of insights to drive optimization. Understanding why patients respond (or not) is essential to focus on areas that will drive brand impact. Through AdLift Rx, we discovered several key drivers of campaign performance. The first one was patient-level ad exposure, which was most effective at driving patients to specialists at roughly twice per month. However, only fewer than twenty percent of the target audience was receiving this frequency level, and in fact two-thirds of those reached received far less frequency than this optimal level. This suggests that increasing frequency among those targets could increase the odds of specialist visits.

The final driver we saw hindering campaign performance were pharmacy rejects. The leading reasons discovered were prior authorization requirements, and brand not covered by insurance formulary. The pharma manufacturer raised these findings with their managed care group for further coordination.

Conclusion

The insights from AdLift Rx allowed the client to make the necessary changes to their promotional efforts to spend their marketing budgets more efficiently and impactfully. They could also adjust consumer channels, optimize media and creative messaging, coordinate DTC/NPP, and understand payer benefit design impact on their campaign.

To learn about how AdLift Rx can help you better understand your campaign performance, reach out to your local Medicx representative, or contact us here.