Enabling privacy-safe, high-performing digital campaign targeting
Symphony Health and Proximic by Comscore case study
Overview
Symphony Health, an ICON plc company, and a trusted provider of healthcare data and analytics, collaborated with Butler/Till to enhance the digital media buying strategy for a major pharmaceutical company. The pharmaceutical company aimed to improve audience reach and cost efficiency while adhering to strict privacy regulations. Symphony Health’s data solutions combined with Proximic by Comscore’s advanced contextual targeting played a key role in enabling Butler/Till to implement performative targeting that helped their client achieve key performance indicators (KPIs), including increasing diagnosed (Dx) reach and reducing cost per Dx reach.
Challenges
The pharmaceutical company, focused on improving the lives of patients with acid-related gastrointestinal (GI) disorders, faced several digital outreach challenges:
- Reaching the Right Patients: The company needed a way to effectively reach patients who would benefit from their new medication.
- Privacy-Safe Targeting: With evolving data privacy regulations, the company required an audience-targeting solution that did not rely on cookies or traditional identifiers.
- Benchmarking Performance: The company sought to evaluate Proximic by Comscore’s privacy-centric ID-Free Health Predictive Audiences against their existing health audience solutions in terms of reach and cost efficiency.
Solution
Symphony Health played a pivotal role in addressing these challenges by providing two customized audiences designed to identify key gastro-related health conditions:
- Symphony Health’s proprietary data fueled Proximic by Comscore’s ID-Free Health Predictive Audiences, allowing Butler/Till to engage relevant patient groups effectively and in a privacy-compliant manner.
- This innovative approach ensured high-impact audience targeting without relying on cookies, device IDs, or other traditional identifiers.
- The campaign compared the effectiveness of Symphony Health-powered predictive audiences against existing health audience solutions to gauge performance improvements
Results
The integration of Symphony Health’s data within Proximic by Comscore’s Predictive Audiences led to significant improvements in campaign effectiveness:
- Enhanced Reach: The ID-Free Predictive Audiences powered by Symphony Health achieved 41% greater audience reach than competing health audience solutions, allowing the pharmaceutical brand to connect with more potential patients.
- Greater Cost Efficiency: The campaign resulted in a 50% reduction in cost per diagnosed (Dx) reach, optimizing the brand’s marketing investment and improving return on ad spend.
- Scalable and Privacy-Centric Targeting: By leveraging Symphony Health’s data, Butler/Till delivered scalable, compliant, and cost-effective audience engagement, ensuring that their pharmaceutical client maximized their impact within regulatory guidelines.
Conclusion
This case study underscores the effectiveness of Symphony Health’s data-driven approach to privacy-safe audience targeting in pharmaceutical digital marketing. By integrating Symphony Health’s insights into Proximic by Comscore’s predictive audience solutions, Butler/Till successfully enhanced reach and cost efficiency for their client. This collaboration sets a precedent for how healthcare brands can use innovative, data backed targeting strategies to achieve meaningful scale and performance while adhering to stringent privacy regulations.
