Kyowa Kirin
Optimizing Programmatic Impact, Powered by PulsePoint’s Clinically Driven Adaptive Optimization™
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Increase in Diagnosed Patient Reach
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Improvement in Audience Quality Index
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Decrease in Cost Per Exposed Prescriber
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Decrease in Cost Per Diagnosed Patient
Challenge
A rare disease brand sought to improve media strategy to reach elusive, highly specific patient and HCP segments. The brand needed to engage audiences at key moments in their decision-making and care journey—when researching the condition or planning treatment.
Solution
dentsu X partnered with PulsePoint to move away from traditional CPM-based optimization. In its place, we deployed Adaptive Optimization—specifically HCP Clinical Behavior Optimization and DTC Audience Quality Optimization. These AI-powered solutions dynamically prioritized media delivery based on real-time clinical behaviors...
Solution
dentsu X partnered with PulsePoint to move away from traditional CPM-based optimization. In its place, we deployed Adaptive Optimization™—specifically HCP Clinical Behavior Optimization and DTC Audience Quality Optimization. These AI-powered solutions dynamically prioritized media delivery based on real-time clinical behaviors and audience relevance, rather than generic media metrics.
Results
Real-time budget optimization and clinically driven KPIs elevated campaign performance, transforming both efficiency and engagement.
- 12% decrease in cost per exposed prescriber
- 85% decrease in cost per diagnosed patient
- 1,000% increase in diagnosed patient reach
- 37% increase in consumer website engagement
- 29% increase in HCP...
Results
Real-time budget optimization and clinically driven KPIs elevated campaign performance, transforming both efficiency and engagement.
- 12% decrease in cost per exposed prescriber
- 85% decrease in cost per diagnosed patient
- 1,000% increase in diagnosed patient reach
- 37% increase in consumer website engagement
- 29% increase in HCP website engagement
- 110% improvement in Audience Quality Index
"Our partnership with dentsu X & activation through PulsePoint delivered meaningful impact to our business. Working with dentsu X to reach and engage hard-to-identify HCP and DTC audiences at critical moments in their journeys through PulsePoint’s AI-powered audience quality optimization drove measurable impact for our business."Jaime Vignali, Omnichannel Customer Experience, Kyowa Kirin
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