A pharmaceutical company wanted to drive awareness and improve their market positioning for their prescription ADHD treatment medicine.
Hybrid Theory Delivers Just What the Doctor Ordered
A pharmaceutical company wanted to drive awareness and improve their market positioning for their prescription ADHD treatment medicine. They measured success through:
- Cost Per Diagnosed Patient (CPDX)
- Cost Per Qualified Visit
- Targeting Multiple
Targeting Multiple is a key audience quality metric and refers to the likelihood of a user exposed to Hybrid Theory’s media to be diagnosed with ADHD, as compared to the general population.
Hybrid Theory built three foundations for custom audiences:
- Users researching ADHD
- Lookalike profiles of visitors to the client’s site
- Competitor conquesting
However, the client’s target audience was nuanced. Those in the market for an ADHD medication don’t only digest content related to ADHD. Therefore, Hybrid Theory leveraged data from users’ browsing, searching, and sharing behavior to target users not only when reading contextually relevant material on ADHD, but also when consuming other content across the web.
Hybrid Theory far exceeded the agency’s average results for programmatic strategies in each of the first three months of the campaign.
- 59% lower CPDX
- 83% lower cost per qualified visit
- 23% higher Targeting Multiple
lower cost per qualified visit