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...