The Customer

The customer is a British–Swedish multinational biopharmaceutical company and one of the global leaders in endocrinology committed to providing innovative medicines to millions of patients worldwide.

Challenges

  1. Difficult to penetrate HCPs share-of-mind due to the deep presence of competitors across geographies

  2. HCPs have “trusted” devices that they have been using for a long time; credibility needed to be established in order to drive a switch

  3. Lack of insights on HCPs engagement and content consumption patterns made personalizing targeted ads a significant challenge

The Solution

We used programmatic advertising solutions to target high-profile HCPs in the US market, and implemented best practices like superior targeting (behavioral, contextual, endemic channel, pointof-care), cross-device and in-app based tactics, and remarketing to identify and target HCPs interested in the device.

The ad creatives were developed as rotatable GIF-based formats for greater visual appeal, with sequential delivery settings for 3 key messages. Media budgets were efficiently spent by applying dynamic budget allocation.

Indegene improves sales revenue of an injectable device by 30%
7,000+
Requests for a sample
13,700+
Engagement on messages
4,500+
Tele-rep requests
Indegene improves sales revenue of an injectable device by 30%

Outcomes

  • The customer achieved 5x more sales with a 30% quarter-over-quarter growth rate seen over a duration of 1 year
     
  • The ad campaigns achieved over 12 million impressions, with a unique reach to 4 million+ people and a click-through rate (CTR) of 0.14%, as opposed to the industry standard of 0.10% CTR for similar advertisements