Lasso Vision™ - The New Standard in Healthcare Marketing

Last week, we announced Lasso Vision™, weekly Rx reporting for all healthcare provider (HCP) and consumer-targeted campaigns run through our platform, at no additional cost with no required minimum platform spend. 

Since we launched in 2019, Lasso has been a champion for accessibility and transparency around data and platform costs. We were one of the first to offer daily physician-level reporting (PLD) to our clients at no cost. Now, we are once again defining a new healthcare marketing standard by democratizing campaign measurement. We believe Rx reporting should be:

1. Accessible - All brands should have access to basic performance metrics without having to pay extra, regardless of their campaign spend.
2. Deterministic - Our unique methodology and identity resolution allow us to attribute real-world behaviors to media exposure, so insights are specific to the campaign rather than the broader market level.
3. Fast - Metrics refresh weekly and optimizations can be made with a few clicks in the Lasso platform.
4. Flexible - Reporting is available by ad group, with custom time frames, and is applicable to non-prescription KPIs.

Lasso Vision™ connects target audiences to their real-world activity after media exposure weekly, so you can effectively use this data for in-flight optimization. Metrics include:

Gross TRx  

• HCP - Total transactions attributed to HCPs post media exposure 
• DTC - Total prescription claims dispensed to consumers post media exposure

Gross NRx  

• HCP - New transactions attributed to HCPs post media exposure
• DTC - New prescription claims dispensed to consumers post media exposure

New Prescribers/Providers - New HCPs writing for or recommending the brand 

New Patients - New consumers treated by the brand

What Is Rx Reporting And Why Does It Matter?

Vision allows you to spend your marketing dollars more intelligently and maximize real-world behaviors on every campaign. Typically, you will either use a:

Qualified Audience - A target list of HCPs who are previously identified to have a high likelihood of already prescribing the brand.

OR

General Audience - A specialty or third party segment that targets a broader population of HCPs treating for the condition of interest, so they have a lower likelihood of already prescribing the brand.

Here are the patterns you should expect to see on your tactics based on your audience:

TRx - Total Transactions

• Qualified Audiences: You may see higher NRx volume because targeted HCPs probably already prescribe the brand
• General Audiences: You may see lower NRx volume since targeted HCPs are less likely to already prescribe the brand

NRx - New Transactions

• Qualified Audiences: You may see higher NRx volume because targeted HCPs probably already prescribe the brand
• General Audiences: You may see lower NRx volume since targeted HCPs are less likely to already prescribe the brand

New Prescriber/Provider

• Qualified Audiences: You may see lower New Prescriber/Provider volume because targeted HCPs probably already prescribe the brand
• General Audiences: You may see higher New Prescriber/Provider volume since targeted HCPs are less likely to already prescribe the brand

New Patients

• Qualified Audiences: You may see higher New Patients volume because targeted HCPs probably have a more precise patient visitation pool
• General Audiences: You may see lower New Patients volume since targeted HCPs probably have a broader patient visitation pool

Lasso Vision Vs. Net Measurement

While we offer Lasso Vision to all platform users for free, those who want to take campaign optimizations one step further can leverage our Net Measurement solution, which compares exposed individuals against a control group of qualified unexposed counterparts to provide deeper insights, including pharmacy-level metrics, audience quality, and competitive data. Lasso Vision coupled with Net Measurement gives healthcare marketers the most comprehensive optimization tool kit in the market. 

Get Started

We’re ready to empower your team with Lasso Vision™. Reach out to your Lasso representative or drop us a line at sales@lassomarketing.io to learn more today.

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