Case Study: Precision Targeting
Improves Campaign Efficiency

Rare disease therapy uses Crossix Audience Segments to decrease the cost per patient reached by 65%.

Challenge

A pharmaceutical brand promoting a rare disease therapy launched an advertising campaign to raise brand awareness. The campaign targeted two precise groups – patients likely diagnosed with the condition and those currently treating with a competitor’s therapy.

Given the specificity of the target audiences and tight budget, the campaign needed to deliver high audience quality to reduce media waste.

Media Strategy

In 2023, Crossix developed two custom audience segments for its programmatic campaign: a newly refreshed Reach Segment to reach diagnosed patients and a Prime Segment to reach patients currently using the competitor’s treatment. By using both Reach and Prime segments, the campaign could achieve enough scale without sacrificing precision.

Results

By leveraging Crossix Reach and Prime Segments, the brand saw an audience quality improvement of 106% year over year.

The campaign exceeded the brand’s goals and continues to leverage Crossix Audience Segments to support its advertising strategy in 2024.

Find out how Veeva Crossix Audience Segments
can help you reach highly qualified health audiences
and improve media efficiency.

Contact us at crossix_digitalconnect@veeva.com.