Posted by Patrick McCafferty on April 28th, 2021
In the summer of 2020, an agency customer approached their MedData Group sales team to develop a strategy to improve its paid social advertising results for a newly launched brand. The agency’s goal was to drive HCP engagement on non-endemic platforms, and to position itself as an innovator in the HCP social space. The campaign had been initially launched using interest category data available from the Social platform, but the results were not achieving needed benchmarks. They turned to MedData Group to discuss more advanced 1:1 HCP targeting options.
Developing A Solution
After completing an assessment of the customer’s needs, and reviewing the goal of driving more qualified traffic and engagement to the new brand’s webpage on the pharmaceutical manufacture’s site, the decision was made to create a range of Custom HCP Audiences with MedData Group/IQVIA data around the following…