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The key to any successful DTC campaign is audience quality. Our previous Audience Penetration case study secured our title as the undisputed heavy-weight champion of active reach for HCPs and NPI target lists. Now, we’ve got proof that our HIPAA-compliant modeled consumer audiences are the best in the business as well. In fact, we beat the benchmark for audience quality by 36%.
The Campaign
We’re running an ongoing campaign for a leading brand of Multiple Sclerosis (MS) medication. So far $160,000 has been spent to date. The campaign targets 3 sets of patients audiences, created using clinical data.
Group 1: Patients prescribed 1 of a specified list of competitor Rx brands for MS
Group 2: Patients prescribed 2 (and only 2) of the list from Group 1 and the second list of competitor Rx brands for MS
Group 3: Patients prescribed 3 or more brands for MS from the competitor Rx list for Group 1 and Group 2
Our Unique Modeling Methodology
Fully customized patient audiences can be developed for any combination of conditions, medications, procedures, and more with privacy and compliance at their core. Our unique modeling methodology uses de-identified medical claims data combined with hundreds of consumer attributes and machine learning to fuel the highest performing campaigns in the industry.
Step 1: Pull data from a certified HIPAA compliant database with coverage of more than 70% of all de-identified US medical claims data over the past 6 years
Step 2: Data is combined with consumer attributes like age, gender, household, etc, to train a machine learning model
Step 3: Our model predictively outputs patients with the likelihood of having the specific health condition of interest
Step 4: Activate the modeled audiences on Lasso or distribute to any programmatic or social platform
The Result
Lasso beat the brand’s benchmark for Audience Quality by leaps and bounds. A leading third-party clinical data partner gave Lasso’s modeled patient audiences a 2.19 Score. Compared to the brand’s benchmark score of 1.61, our audiences have 36% higher Audience Quality. This means our model is more accurate in its predictions, allowing brands and marketers to stay compliant without compromising any precision, reaching more of their target consumer audience than when activating media with other solutions.
Want to leverage the industry’s highest quality datasets and audiences to fuel campaigns destined for success? Get in touch with your Lasso representative or book your free demo with sales@lassomarketing.io.
