VDX.tv Delivers More Qualified Patients at Lower Cost, Measured by PurpleLab
Results
VDX.tv partnered with healthcare data & analytics company PurpleLab to optimize and assess Audience Quality (AQ) for a top 10 pharmaceutical advertiser’s video campaign. In addition to in-flight audience quality optimization throughout the campaign, PurpleLab helped VDX.tv evaluate how specific delivery strategies impacted qualified patient reach across online video environments. The test leveraged two independent data providers and was conducted across both desktop and mobile channels. The test with PurpleLab found that applying two distinct strategies generated an increase in Audience Quality while lowering the cost of reaching verified patients.
Overview
One of the biggest challenges that pharmaceutical advertisers face in their digital ad campaigns is reaching the right patients. How can pharmaceutical advertisers efficiently reach and identify patients most likely to engage, while ensuring precise audience targeting and minimizing media waste?
VDX.tv partnered with healthcare data & analytics company PurpleLab to optimize and assess Audience Quality (AQ) for a top 10 pharmaceutical advertiser’s video campaign. In addition to in-flight audience quality optimization throughout the campaign, PurpleLab helped VDX.tv evaluate how specific delivery strategies impacted qualified patient reach across online video environments. The test leveraged two independent data providers and was conducted across both desktop and mobile channels.
The test with PurpleLab found that applying two distinct strategies generated an increase in Audience Quality while lowering the cost of reaching verified patients.
Campaign Details
Multiple approaches were implemented within the video-driven pharmaceutical ad campaign to improve efficiency and better reach the right patients. A Run of Network (RON) strategy - leveraging highly targeted media through third-party data providers and historically effective at scaling patient reach - served as the performance baseline to which new new tactics could be compared. The two new tactics introduced were:
- An endemic strategy: Focused ad delivery within health-related websites to effectively reach patients within contextually relevant environments
- An engager strategy: retargeted users who had previously interacted with a VDX ad unit, using that engagement as an indicator of patient interest
Impact
The results from the PurpleLab assessment revealed that both the endemic and engager strategies meaningfully improved campaign performance for the pharmaceutical advertiser. The test found that both strategies working together generated a 12.5% increase in Audience Quality (AQ) and a 40% decrease in cost per verified patient, showing that these tactics can be leveraged at scale across VDX.tv’s pharmaceutical campaigns to drive efficiency.