Case Studies:AdSmart

AdSmart DDL + Pharma Antidepressant Medication

The challenge

Drive conversion for bipolar depression treatment

A leading pharmaceutical company wanted to leverage advanced targeting on linear TV to drive new-to-brand prescription lift for their bipolar depression medication.

The insight

Not all treatments are the same

Within an already informed market, advanced TV targeting is a great way to reach patients who aren’t satisfied with their current treatment plan and are actively looking for the right product for them.

The solution

Target likely consumers via national TV

We partnered with the client to run an AdSmart national TV campaign optimized across our linear portfolio to reach a custom IQVIA consumer target instead of a traditional Nielsen demo. The Advanced TV Targeting campaign ran across 6 networks: Bravo, CNBC, E!, NBC, NBCSN and USA.

The results

We commissioned a custom IQVIA study to measure the impact of AdSmart exposure on driving new-to-brand prescriptions (NBRx) for the advertised treatment.

AdSmart drove incremental NBRx lift

+2.2% incremental NBRx lift driven by AdSmart exposure
+24% higher incremental NBRx lift driven by AdSmart exposure vs. non-NBCU exposure

AdSmart delivered lift efficiently

+31%of total incremental NBRx was driven by AdSmart exposure, which accounted for 12% of total campaign impressions
+1.4Xshorter time to convert driven by AdSmart exposure vs. non-NBCU

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