Wrango Brings Prescription Outcomes Data Into Google, Meta HCP Campaign Tracking

In what Wrango claims to be a first for the industry, users of the healthcare marketing platform are now able to track prescription lift from U.S. HCP campaigns directly within Google and Meta’s respective ad management tools. 

At the root of Wrango’s new software integration is a claims data feed that’s been enhanced with prescribers’ hashed digital identities. Each prescription record is delivered as an offline conversion event, which can then be imported into Google Ads and Meta Ads Manager, where marketers can track script lift and attribution and calculate return on ad spend across Facebook, Instagram, Google Search, YouTube and all other major media channels within the two platforms.  

Users can also feed the data into Google and Meta’s own machine learning algorithms, with an aim of improving future HCP targeting efforts to reach more likely prescribers. 

According to the company’s Wednesday announcement, all of the uploaded data is secure and encrypted, with no patient information included at any point. 

Wrango is pitching the new capability as particularly useful for “high-velocity prescription products,” which it describes as those with a short time to prescribe and a large potential prescriber base—the conversion density of which are best suited to engaging the internal machine learning models like those offered by Google and Meta. 

The integration represents an attempt to improve upon the limited options for measuring script lift within the two ad management platforms, neither of which provide impression-level data, per Wrango. It comes not long after the company unveiled its new healthcare marketing platform specifically designed around the promise of outcomes-based measurement. 

solli’s Final Thoughts 

Measurement is an especially hot topic in pharma media, as the industry grapples with a widespread lack of unified metrics and the need to prove concrete outcomes of campaigns. 

Wrango’s new offering falls under the latter umbrella, where marketers are on the hunt for data-backed evidence of behavioral change, clinical usefulness and other long-term impacts tied directly to specific materials and outreach. The data is there, but access and cohesive analysis remain a struggle, thanks to a host of issues ranging from strict privacy concerns to outdated, slow-moving models to fragmented channels—not to mention the often lengthy gap between when an ad is seen or clicked on by a clinician or patient and when they actually take action.