Authored by Lizzie Lenahan (Fuller), Senior Manager, Programmatic, dentsu Health
As we continue to evolve our campaign optimization strategies, it's equally important to refine how we define and measure success.
Programmatic media is constantly evolving, making it more important than ever to reach both Healthcare Professionals (HCPs) and patients at the right moment. So how do we achieve this and measure success? Building on the 2024 success featured in our case study with PulsePoint, the dentsu Health Programmatic Team has carried these learnings into 2025 campaigns.
Traditional platform optimization strategies have largely focused on media efficiencies such as Cost Per Mille (CPM) and Click Through Rate (CTR). PulsePoint’s Adaptive Optimization™ allows us to direct our campaign budgets toward finding the most relevant audiences by leveraging real-time clinical data to reach the right user at the right time. This approach enables dynamic targeting of both HCPs and patients. Still, at the core of programmatic is effective bidding strategy and efficient budget use.
As we continue to evolve our campaign optimization strategies, it's equally important to refine how we define and measure success. Our focus has shifted beyond traditional metrics like impressions and clicks to emphasize real-world impact. That’s why we prioritize reporting on meaningful indicators such as National Provider Identifier (NPI) and Patient Reach, cost efficiencies in targeting relevant audiences and user engagement on site.
Given our goal of optimizing and reporting out on true business outcomes, we are taking full advantage of PulsePoint’s in-platform ability to optimize toward both Adaptative Optimization and Media Performance. This dual-optimization approach allows us to maintain a balance of pacing, media efficiency, and inventory quality while continuing to reach the right users at the right time.
Business Impact
- May-Dec 2024 | Rare Disease Rx | HCP & DTC Audiences
- Cost Efficiencies:
- 12% reduction in cost per exposed prescriber
- 85% reduction in cost per diagnosed patient
- Patient Reach: 10x increase in diagnosed patient reach
- Audience Quality Index: Improved by 110%
- Cost Efficiencies:
- Jan–May 2025 | Rare Disease Category | DTC Audience
- Patient Reach: 217% increase in diagnosed patient reach
- Achieved with 30% lower budget compared to the same period in 2024
- Mar–May 2025 | Rare Disease Category | HCP Audience
- Cost Efficiencies: 23% decrease in cost per NPI
- HCP Reach: 7% increase in engagement with target list NPIs
Our focus outlined above is a competitive differentiator for dentsu Health. At our core, we prioritize our efforts in reaching users who demonstrate strong behavioral and clinical outcomes, which drive meaningful success for our brand partners. This strategic approach ensures budgets work smarter, not harder.
Our forward-thinking positions dentsu Health as a trusted partner in delivering measurable, real-world impact which goes beyond impressions to influence true health outcomes.