Leveraging Early AI and Tech for Efficient Migraine Drug Launch
Background:
During the critical launch phase of a new infusion migraine medication, our pharmaceutical client faced a daunting challenge: build widespread awareness on a tight budget during the COVID-19 shutdown—when traditional tactics were disrupted and media waste was a real risk. By strategically deploying early AI and advanced technology, we delivered efficient, data-driven campaigns that reached core audiences and exceeded key performance metrics.
Challenge:
A new to market intravenous migraine medication was launched as the world was shutting down. 5 year goals needed to be met in a condensed amount of time. Budget restrictions demanded efficient, high-impact campaigns. Video and audio assets were essential, but mass buys risked high waste.
Need to reach both migraine sufferers and their caretakers at scale; Maximize launch awareness among adults who failed 3+ migraine treatments.
Solution & Approach:
Utilizing market research and audience definition we leveraged vendors and platform selections across video (cable/streaming) and audio that can use smart tech and early AI through advanced targeting (consumption habits & niche targeting ), placement optimization based on live performance data.
Simple and cohesive creative messaging, with a clear call to action and educational materials including download information guides, ask your doctor, learn more.
Combining metrics for both awareness and engagement; it was necessary to use real time pivoting & optimization based on results in the platform mix; leading to higher engagement and conversion.
Insights & Results:
Overall the campaign was successful that the budget for these platforms pulse SEO/SEM tripled.
There was increased quality traffic both in website visits (up by 60%) from qualified users (engaged in 2+ pages) with time on site reaching 2 minutes and 40 seconds on average.
Higher engagement of information downloads (40% increase), locate a provider (35% increase).
Reduction of waste through targeting media; estimated savings of $10MM and 60% reduction of ad waste to non targeted audience.