Maximize Conversions for Health Audiences with Clinical-Based Bidding Optimization

There is a wealth of clinical data available to today’s pharma marketers—and thanks to new programmatic technology and platforms, this data can be used to precisely target HCPs and brand-relevant consumer populations with your brand’s messaging. Clinical-based bidding is a type of real-time bidding (RTB) technology, exclusive to PulsePoint, that leverages a combination of real-time digital insights and near real-time clinical data to pinpoint and prioritize ad delivery to clinically relevant audiences who might benefit most from the brand.

PulsePoint offers a unique menu of RTB strategies that optimize campaigns to reach a specific KPI or outcome. Where awareness and engagement-focused bid strategies (such as CPM and CTR) are often used to reach the greatest percentage of target audiences in the most cost-effective way, clinical-based bidding is best used for meeting conversion goals by prioritizing spend on high-value audiences, simultaneously reducing wasted spend on low-quality audiences and impressions. This enables brands to efficiently optimize ad spend, fulfill desired engagement with relevant audiences, and ultimately achieve campaign goals. Whether marketers prioritize audience conversion at the start of a campaign or mid-flight, clinical-based bidding can drive conversions for omnichannel health campaigns.

PulsePoint’s clinical-based bidding solutions

PulsePoint’s unique clinical-based bidding solutions are built on a frequently refreshed database of more than 5 billion claims and real-time digital insights, targeting the most brand-relevant DTC and HCP audiences during influential moments. These digital and clinical data sources get smarter over time—allowing brands to focus on reaching audiences that are most likely to convert in the most cost-effective way. 

PulsePoint offers two types of clinically informed bidding strategies: Clinical Behavior, which optimizes ad spend for HCPs most likely to prescribe a target script, and Audience Quality (AQ), which prioritizes spend on consumer populations with the greatest clinical prevalence for a brand-selected diagnosis. Using PulsePoint’s extensive data foundation and brand-chosen criteria, audience segments are scored on brand value and relevance so the ad server can prioritize delivery toward higher value, more clinically relevant HCP or DTC audiences. 

Clinical Behavior optimization

On the HCP side, Clinical Behavior optimization works by leveraging a combination of historical digital and clinical insights for a brand drug and related competitor drugs to determine high-value HCPs to automatically prioritize ad spend on. 

In real time, HCPs are each given a score based on their historical digital activity, clinical behavior, and unique audience attributes as they relate to a brand. 

Historical digital behavior includes brand-relevant digital engagement, such as impressions, clicks, and conversions—all drawn from PulsePoint’s proprietary health insights. Clinical trends, including prior prescription behaviors for brand and competitor scripts, are also factored in. And, finally, unique audience attributes, such as HCP specialities relevant to brand-selected drugs, are also considered.

In practice, choosing this strategy leads to results. In beta tests, clients using Clinical Behavior optimization saw a 30% increase in total prescriptions written. 

Audience Quality optimization

On the DTC side, Audience Quality (AQ) optimization leverages clinical prevalence insights related to a brand’s selected diagnosis to determine high-value consumer populations most likely to have the brand-defined diagnosis and automatically prioritize ad spend on them.

Clinical prevalence ranks ZIP and ICD-10 codes to segment the U.S. adult population by location and condition diagnosis through de-identified claims data. Clinical prevalence is determined by comparing each ZIP code’s total population with the total diagnosis, pinpointing locations where consumers are most likely to have the brand-selected diagnosis. 

AQ optimization then bids higher on these consumer populations to drive more relevant impressions and increase the likelihood of brand conversions. 

Clinical-based bidding in action

Choosing AQ optimization or Clinical Behavior for your tactic bidding strategy will help maximize conversions for high-value health audiences by automatically bidding higher on those that are clinically relevant. And as clinical behaviors change in real time, these populations constantly refresh to ensure that brands are reaching every consumer that is most likely to trial and develop loyalty with the brand.  

Both clinical-based bidding strategies will empower your media buying team to tweak tactics, channels, and budgets on the fly to hit key KPIs.

Takeaways

Clinical-based bidding is a highly effective strategy when your campaign goal is to maximize conversions both pre-campaign launch and mid-flight. PulsePoint’s Clinical Behavior optimization is a game-changing real-time bidding solution for connecting with HCPs who have a track record of engagement with a brand or certain clinical behaviors. And on the DTC side of things, AQ optimization is ideal for reaching consumer populations with a high prevalence of relevant diagnoses. By harnessing the power of historical clinical data for real-time bidding, you can make your advertising budget work smarter and bring greater ROI to your campaigns.

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