A POPULAR ANTI-FUNGAL BRAND ENSURES HEIGHTENED PHYSICIAN REACH USING PROGRAMMATIC MARKETING

A POPULAR ANTI-FUNGAL BRAND ENSURES HEIGHTENED PHYSICIAN REACH USING PROGRAMMATIC MARKETING

Opportunity

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.

Objective

To create higher brand exposure using programmatic marketing

A well-placed programmatic campaign can dramatically increase brand reach compared to in-clinic visits



Strategy

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.

Results

Reached ~80% of Dermatology universe
At an average frequency of 5
62% Share of Voice*
63% Share of Mind**

Conclusion

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.

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