PulsePoint Boosts Kyowa Kirin Campaign Performance

 

A rare disease brand treating two highly complex conditions sought to improve their media strategy to better reach the right specialists and patients—both small, and hard-to-find populations—and engage them at the precise moments when they’re actively researching the condition or planning treatment.

To meet this need, the brand’s agency, dentsu health, a premier global health and wellness agency, partnered with PulsePoint, the leading health marketing technology platform. They leveraged PulsePoint’s HCP Clinical Behavior and DTC Audience Quality optimization capabilities to prioritize ad delivery—in real time—to the most clinically relevant audiences.

SOLUTION

Dentsu health worked with PulsePoint to shift the brand’s approach from a traditional CPM-based optimization strategy to a data-driven approach based on real-world clinical indicators.

For HCP campaigns, the team activated PulsePoint’s HCP Clinical Behavior optimization, which uses dynamic clinical and digital data to prioritize timely ad delivery to appropriate providers (e.g., providers with a history of recent digital engagement with related content). As the campaign progressed, HCP Clinical Behavior optimization used dynamic clinical signals to refine the campaign’s reach to HCPs while reducing waste.

For DTC efforts, they implemented PulsePoint’s DTC Audience Quality optimization, which automates ad bidding and delivery toward high-value consumers with a higher probability of condition prevalence. As clinical behaviors change in real time, this target constantly refreshes to ensure that the campaign is reaching consumer populations at the right time.*

IMPACT

As a result of these shifts, both the HCP and DTC campaigns were dynamically optimized and budget was allocated in real time based on clinically driven KPIs.

RESULTS

The campaign improvements went live in April 2024. Analyzing data through the end of the year (May—December 2024) revealed significant improvements in both effectiveness and cost efficiency across HCP and DTC campaigns, compared to campaign performance prior to using PulsePoint’s automated optimization solutions.

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*All clinical data is deidentified prior to PulsePoint’s receipt and use of the data.