A Return of 18 to 1.
A company seeking to increase prescriptions for its infectious disease treatment conducted a year-long marketing campaign in the American Medical Association’s AMA Morning Rounds and the Cleveland Clinic’s IM Daily Brief. Advertisements ran in the briefing between January and December of 2014, with approximately two placements per week.
Symphony Health paired test and control prescribers (n=4,100+) on product/market volume, specialty, writing decile, and plan types. A pre-campaign survey was conducted between January and December of 2013, while the qualify period was between January and December of 2014.
The company saw a 28.3% lift in total prescriptions written for this treatment. Among physicians that saw the brand’s advertisements on mobile devices, there was a 34.4% change in TRx lift. Additionally, there was a 132.8% TRx lift among those who were exposed to the ads 37 times or more.
The projected incremental revenue from the test group totaled $2.708 million. BulletinHealthcare’s rate card value of the advertising campaign was $150,000, which means the program generated an ROI of 18 to 1.
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