The Customer

The customer is the largest eye care device company in the world with its presence in over 70 countries. With businesses also in Surgical and Vision Care, the customer is dedicated to helping people in more than 140 countries have brilliant eyesight.

Challenges

  1. Share-of-voice for existing writers had to be increased as well as activating the non writers for one of its top eye care brands

  2. Minimal time frame to capitalize on the peak allergy season; Rx-to-OTC message had to be disseminated to a large audience with urgency

  3. HCPs have “trusted” drugs that they prefer to prescribe; more credibility needed to be established in order to drive a switch

The Solution

We used programmatic advertising to target high-profile specialty HCPs in ophthalmology; classified audience into 4 segments based on writing behavior (market and product TRx), brand affinity, and propensity to switch. Implemented dynamic formats of ads (video and GIF) which led to higher ad engagement and traffic. Utilized dynamic budget allocation to ensure healthy click-through rates (CTR), low cost per thousand impression (CPM), and cost per click (CPC).

Indegene helps gain writers and drive competitor brand switch
4,200,000+
Reach
7,500+
Clicks
$11
Average CPM
Indegene helps gain writers and drive competitor brand switch

Outcomes

  • The customer observed accelerated prescribing behavior among existing writers as well as non writers, driving significant impact on switch from Rx to OTC, resulting in 1.8x more sales
     
  • The ad campaigns achieved 0.18% engagement rate (vs 0.10% industry standard), at an average cost per click (CPC) of $6, and a 79% viewability (vs 70% industry standard)