CASE STUDY: AUDIENCE TARGETING
The Challenge
MAVENCLAD positions itself as the Oral of Choice for first switch in Active RMS. The MS market is crowded with many sizable competitors, all fighting for the same patients. MAVENCLAD suffered a series of budget cuts that left the media budget at ~65% of initial OOP contract value ($13M vs $20M), below the spending level of some of their more aggressive competitors.
The total potential patient reach is only ~1 Million nationwide. Mavenclad has a complex MOA and a Black Box warning, both of which are barriers to prescribing.
The Solution
The team leveraged our Lucid Connected Intelligence and analytics capabilities to find additional opportunities for Mavenclad based on patient volume and prescribing behavior. The team built a data-driven omni-channel regional plan built around HCP Rx behaviors that indicate maximum potential for Rx increases.
Outcomes
- 9X increase in qualifies DTP & HCP audience volume
- 59% reduction Cost Per Qualified Audience (CPQA)
- Doubled ROI to 5.6: 1, dramatically improving campaign performance