A well-established anti-fungal brand was dealing with low brand salience due to multiple brand exposure & low in-clinic time. This led to low brand recall & may have also impacted the brand’s prescription share.
To create higher brand exposure using programmatic marketing
Doceree devised a strategy ensuring a sustained reach-frequency campaign to drive consistent messaging reinforcement over the campaign duration.
Via programmatic marketing, Doceree reached out to physicians while they were using various platforms in an uninfluenced manner. With Doceree’s data-driven contextual marketing insights, brand messages were shared only with targeted physicians – Dermatologists across the market to generate higher brand recall.
A well-placed programmatic campaign can dramatically increase brand reach compared to in-clinic visits
Reached ~80% of Dermatology universe
At an average frequency of 5
62% Share of Voice*
63% Share of Mind**
The campaign produced a reduced customer acquisition cost (CAC) compared to in-clinic visibility. The campaign outperformed previous media platforms by 70%.
*Share of Voice was calculated as the brand against other brands in the same category/therapy are on Doceree Platform. This is calculated based on analysis of campaign spends.
**Share of Mind was calculated against other brands in the same category/therapy area on Doceree Platform. This is calculated based on analysis of total impressions.
A traditional POC platform with over 50K active HCPs was struggling with patient retention and eventually losing value
Consumer brands often struggle more with in-clinic brand exposure time with the physicians as compared to Rx brands,