The Social Rx

Social media advertising in the pharmaceutical space presents a distinct set of challenges, including strict regulatory guardrails, audience fragmentation across platforms and the need to identify HCPs who are actively researching treatment options.

For CMI Media Group, who manages media activations for a pharma brand’s eczema drug, the challenge was to expand synergies with PulsePoint audiences beyond existing programmatic and social channels and prove that a platform with a growing HCP audience could deliver meaningful scale and efficient traffic.

CMI Media Group had seen strong results from PulsePoint audiences across other social platforms, establishing a foundation of trust. So when PulsePoint expanded its audience segments to this social platform, testing the opportunity was a natural next step.

The key was leveraging PulsePoint’s Audience Manager to bring proven, HCP audiences into this platform’s environment, bridging the gap between platform reach and precise healthcare targeting.

CMI Media Group leveraged PulsePoint’s suite of audience targeting solutions on the platform. The targeting approach combined multiple complementary segmentation tools to maximize both precision and scale, including:

• Target List Match: Matched HCPs on platform with client target list
• Specialty Targeting: HCPs who specialize in dermatology
• Smart Lists Dx & Rx: Audiences with signals indicating an eczema diagnoser and prescription for eczema treatment
• Endemic Research Audiences: HCPs actively consuming eczema-related health content

PulsePoint served as the audience intelligence and activation layer for the campaign, while CMI Media Group worked closely with PulsePoint to align on audience selection. By mapping its proprietary health audience segments to the platform’s ad infrastructure, PulsePoint enabled the test campaign to reach the right users at the right moment.

In comparison against a different audience provider, PulsePoint-powered audiences delivered more engagement for in-feed ads. Specifically, CMI Media Group delivered:

Beyond the numbers, this campaign reinforced the value of PulsePoint’s audience diversity and cross-platform portability. The ability to activate the same proven audience architecture on the platform gave the client team greater confidence in future social expansions.

TESTIMONIAL

This test reinforced the power of using PulsePoint as a centralized audience strategy across channels. By extending PulsePoint audiences into this social platform, continuing the same audience activation across programmatic buys and existing social platforms like Meta and LinkedIn, we achieved stronger omnichannel alignment and increased campaign performance.

– Callie DiZillo, Vice President, Digital Activation, CMI Media Group

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