case study
Protecting market share for an established oncology therapy
As an oncology brand approached the end of its lifecycle, Mediaspace Health implemented a targeted HCP engagement campaign to maintain visibility and prescribing behavior. Strategic placements across medical journals and conference environments helped drive a 53% increase in prescriptions month-over-month.
The challenge
A breast cancer therapy nearing the end of its product lifecycle needed to maintain awareness and utilization among oncologists while preparing for a future product reformulation. With increasing competition in the oncology space, sustaining prescribing behavior was essential to protecting market share.
Our strategy
Mediaspace Health designed a campaign focused on maintaining brand visibility among high-value oncologists. The approach emphasized reaching physicians within trusted professional environments and during moments when they were researching treatments or preparing for patient consultations.
Execution
Key campaign tactics included:
- Advertising placements within trusted oncology journals and professional resources
- Programmatic media targeting oncologists specializing in breast cancer
- Conference geo-fencing during the SABCS Conference
- Messaging delivered during physicians’ daily clinical workflows
- Cross-channel digital display placements
Services provided
- HCP media strategy
- Medical journal advertising
- Programmatic HCP advertising
- Conference geo-fencing
- Point-of-care messaging
Our results
53% increase in prescriptions month-over-month
Number of unique prescribing physicians doubled during the campaign
Conference geo-fencing CTR: 0.21%
eNewsletter placements CTR: 0.21%
Mobile placements CTR: 0.23%
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