Case Study: OTC Sales Lift Analysis

You’ve probably already heard that Lasso offers a groundbreaking Rx measurement solution that aims to democratize your ability to accurately assess the real-world results of your healthcare campaigns. But, did you know that we recently expanded our Measurement Suite to include OTC Sales Lift Analysis? Well, we did. And we are the first to do it.

For the first time ever, OTC brands can leverage deeper, faster, and more deterministic sales insights attributed to HCP and DTC campaigns to maximize ROI and campaign performance.

Lasso made headlines on April 19th, 2022 by becoming the first platform to enable both Rx and OTC Sales Lift analysis for healthcare provider and patient targeted campaigns. Our OTC measurement solution uses the same technology that powers Lasso Connect, the first product to deterministically link providers to patients for both targeting and attribution in a privacy-safe and HIPAA-compliant way.

This isn’t just another lofty claim from a solution that can’t actually provide real-world data, only projected metrics - we actually proved it, with 100% deterministic insights.

The proof.

In late 2021, one of the largest pharma manufacturers in the world came to us to conduct a sales lift analysis for a top OTC pain relief medication. The campaign ran in Q4 2021 and targeted several custom HCP audiences, created using clinical data, to recommend the brand’s medication. By combining our powerful identity resolution with the industry’s highest quality datasets, we're able to link digital campaign performance to real-world behavior across any channel. The results of the study uncovered invaluable insights that can be used to optimize the brand’s strategy and maximize ROI. 

How we did it.

Unlike other solutions in market that project metrics due to limited data coverage, our unique measurement methodology, combined with in-house media tagging and identity resolution, allows us to capture 100% deterministic and actionable insights. These detailed analytics are then surfaced directly in Lasso’s platform to avoid unnecessary delays in reporting, enabling our clients to monitor and optimize campaigns with unparalleled speed.

Lasso’s Methodology:

Step 1: Lasso identifies and tracks HCP exposures

Step 2: Using Lasso Connect™, HCPs are linked to affiliated patients in the most privacy-safe and deterministic manner

Step 3: Patients are connected to households using Lasso’s leading identity resolution

Step 4: Exposed household sales activity is measured against a qualified control group for true net sales lift

The Results:

Results from the Sales Lift Analysis showed an impressive lift of 1.07% in dollar sales per occasion and revealed that Orthopedic Surgery had a sales lift of 2.8%, the highest among targeted audiences. The category of “non-buyers” also saw a 4.5% lift in sales per household. We also measured audience quality, and the PCP (Primary Care Physicians), NP (Nurse Practitioners), and PA (Physician Assistants) segments had the highest audience quality of all those targeted.  

If you've been looking for the ultimate connection between healthcare professionals, their patients, and real world behavior, you've come to the right place. Lasso is the only true end-to-end operating system for healthcare marketing. Not only do we empower effective media planning and omnichannel activation, but our platform also offers the most comprehensive measurement suite in market.

Want to see it in action? Reach out to your Lasso representative or drop us a line at sales@lassomarketing.io for a free demo.