case study
Accelerating adoption of first-of-its-kind rare disease therapy
A multi-channel HCP campaign introduced the first FDA-approved therapy for a rare cancer, positioning it as the emerging standard of care among oncologists. Strategic placements across trusted medical resources and point-of-care environments helped drive a 250% increase in prescriptions.
The challenge
A pharmaceutical company needed to introduce the first and only FDA-approved therapy for a rare cancer to oncologists and specialist healthcare providers. Because the treatment addressed a highly specific condition, awareness among clinicians was limited. The brand needed to quickly establish credibility and become the recognized standard of care among relevant HCP audiences.
Our strategy
Mediaspace Health developed a multi-channel HCP engagement strategy designed to reach clinicians within trusted clinical environments and professional resources.
The approach focused on delivering educational messaging where physicians already consume medical content and make treatment decisions.
Execution
Key campaign tactics included:
- Advertising placements within trusted medical journals and HCP resources
- Contextual messaging aligned with relevant oncology content
- Point-of-care placements within EHR workflows to reach physicians during patient consultations
- Programmatic media buying leveraging NPI targeting and high-performing HCP networks
- Cross-platform digital placements designed to extend reach and reinforce messaging
Services provided
- HCP media strategy
- Point-of-care marketing
- Programmatic advertising
- Medical journal media placement
- NPI targeting
Our results
Prestitial medical journal banners delivered CTR as high as 0.95%
Overall campaign CTR averaged 0.13% across HCP placements
Prescription volume increased 250%, reaching 316 prescriptions during the campaign
The campaign exceeded preliminary fiscal sales goals, accelerating development of the company’s prescription pipeline
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