Issue
- A Leading Pharmaceutical Brand sought to provide education to heart failure patients and their caregivers about their condition and how their pharmaceutical brand could help.
Intelligence
- Based on Nativo’s expertise and knowledge in the pharmaceutical space, pharmaceutical campaigns must typically rely on expensive third party segments, which utilize cookie-based targeting and results in limited scale.
- Knowing it’s hard to scale these campaigns and make real-time adjustments to reach the target audience during the campaign, Nativo incorporated their cookieless technology, SPARC, powered by Nativo Predictive Audiences, to increase performance.
Idea
- Scale the pharmaceutical brand’s content to non-cookied environments in a privacy-compliant way to reach and expand their audience utilizing SPARC, powered by Nativo Predictive Audiences, which uses proprietary engagement data and machine learning to find healthcare engagers.
- This strategy would aim to improve performance, scale, and cost efficiencies, while also preparing the pharmaceutical brand for a 2024 cookieless landscape.
Impact
SPARC, powered by Nativo Predictive Audiences, is our proprietary, privacy-safe cookieless technology. With SPARC, powered by Nativo Predictive Audiences, brands can leverage off-the-shelf predictive audiences or build a custom predictive audience using seed data derived solely from their campaign data.
Off-the-shelf predictive audiences - healthcare engagers:
- 0.72% click-through rate
- Increased CTR by 50% compared to the leading 3rd party data providers
- $1.39 cost-per-click
- Decreased CPC by 62% compared to the leading 3rd party data providers
Custom-built predictive audiences - built from seed data derived solely from the pharmaceutical brand’s historical campaign data:
- 0.98% click-through rate
- Increased CTR by 104% compared to the leading 3rd party data providers
- $1.01 cost-per-click
- Decreased CPC by 73% compared to the leading 3rd party data providers
Insights
- SPARC, powered by Nativo Predictive Audiences, off the shelf audiences and ready to use seed audiences derived from activity across Nativo’s network outperformed all other targeting, with the custom audiences being the most successful in reaching target patients.
- This study showed that SPARC, powered by Nativo Predictive Audiences, custom audiences is uniquely suited for healthcare and pharmaceutical brands. By building a seed audience that has already engaged with a brand’s content, SPARC, powered by Nativo Predictive Audiences, can find similar users that mimic that seed audience’s behavior, targeting them with more content that capitalizes on intent and results in more high-value actions.
- SPARC, powered by Nativo Predictive Audiences, is an extremely effective solution for reaching a brand’s intended audience in cookieless environments (Safari, iOS).
Fill out the form below for an on-demand demo to see how your brand can leverage SPARC, powered by Nativo Predictive Audiences, as you plan for a cookieless future.
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