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Underscore Drove a 70% Increase in Rx Volume

Updated: Apr 6

Case Study: Using PulsePoint’s LIFE technology, Underscore's programmatic team drove a 70% increase in patient prescriptions for a client. PulsePoint's LIFE Technology is a programmatic platform that reaches health audiences across channels and devices with advanced precision targeting.


Background

We are a global healthcare marketing company that offers media solutions for innovative health and wellness, healthcare, and pharma brands. We focus on making advertising media simple for marketers on smaller budgets and maximizing Return on Marketing Investment (ROMI) by combining the latest in ad technology with human-led insight.

Goals

Underscore’s client was interested in executing a campaign to reach, educate, and promote a health-advancing treatment option for rare disease patients in a key market. High-level campaign goals were:

● Build and increase brand awareness

● Hyper-target rare disease audience segments for the brand

● Optimize campaign to increase prescription volume


Solution

Underscore leveraged PulsePoint’s LIFE platform to programmatically:

● Reach rare disease patients through contextual targeting on key medical pages and endemic media

● Deploy a multi-channel campaign which included search, display, native, video, and PMPs

● Synthesize real-time data and analytics to optimize campaign performance


Results

● Increased qualified visitors to the branded websites by directing relevant search volume by over 120%

● Validating that the ads were reaching qualified people by:

○ Improving click-through rate (CTR) by 500%

○ Increasing video views by 170%

● Measuring and attributing a 70% increase in prescription volume as a result of the media


Business Impact

Delivering meaningful results for Underscore’s client strengthened our partnership, growing their annual spend with PulsePoint in 2020 over 50% YOY.


In 2021, our partnership continues to thrive. Underscore has supercharged its programmatic approach by leveraging PulsePoint’s innovative capabilities like email to drive incremental value for their clients.


Interested in learning how Underscore can help increase your Rx volume through the programmatic techniques mentioned here? We'd love to meet with you!


PulsePoint has helped drive Underscore programmatic growth effectively and efficiently for our clients. Because of PulsePoint’s targeting, data capabilities, AND innovative tactics we’re able to deliver greater results for clients who can’t compete with big Pharma budgets”

-- Glenniss Richards, Director of Programmatic, Underscore


Glenniss Richards has worked in digital marketing for 15 years. She has experience primarily working client-side across all digital channels and has developed various new b2b partnerships within multiple organizations. With an MBA in project management, she has become an expert marketing and organizational lead in testing emerging markets, new technologies, implementing operational tools and scaling globally. Glenniss excels at translating big picture concepts for both internal and external partners, managing partnerships, and driving strategic growth.


As a seasoned digital marketer, Glenniss has worked with various brands optimizing their online e-commerce flows with custom membership programs such as Boston Apparel Group, Victoria's Secret, Vitacost, and others. During her time at Vertrue Inc, she worked closely with the business development group developing RFPs and attending sales pitches. Aligned closely with product and engineering ensure user & product experience was of high quality. In her marketing role, she managed direct media buys, optimization tactics exceeding 20% annually, large accounts, and product marketing campaigns. After working and excelling at Vertrue, Inc, Glenniss moved to working at IAC Applications where she managed the largest digital products and portfolio for 8.5 years within her team. During this time, she managed a multitude of portfolios which ranged across various paid media channels as well as attracted new partnerships through Affiliate Marketing channels. Glenniss become a pivotal pillar within the Affiliate Marketing space for IAC apps and developed various sponsorship programs leading to new business which were ROI positive within 2 weeks of launch. She more than doubled portfolios using hyper-targeted tactics for multiple years and has always exceeded ROI KPIs.


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