Pharmaceutical Marketing Case Study, Women's Health Rx Brand
Making Women’s Health the Main Character
Growing a Women’s Health Brand and
Sparking National Conversations
Challenge
- Promoting a pharmaceutical brand within heavy marketing regulations from the FDA and compliance
- Connect to the customer audience on a deeper level to increase brand recognition
Goals
- Define branding, messaging, and online visual identity
- Develop a holistic digital marketing campaign encompassing every stage of the patient’s journey with targeted content
- Increase brand awareness, website visits, and prescriptions
Our Approach
- Developed a patient-centric approach, rather than a product-centric approach
- Created more personalized content that spoke to each audience group across multiple touchpoints in the digital space
- Strategically crafted messaging to empower women and encourage more conversations about the product
Refining Reach and Targeting Healthcare Practitioners
This expansion was complemented by partnerships with healthcare-specific DSPs like PulsePoint and DeepIntent, enhancing our precision in reaching both healthcare practitioners (HCPs) and potential patients.
The use of National Provider Identifier (NPI) lists enabled targeted campaigns aimed at HCPs with specific specialties and high prescription rates, ensuring the brand reached the most relevant professionals.
We also used some of these platforms to target potential patients based on their clinical data and past prescriptions.
These platforms also offered insights into script lift attributable to our digital efforts, offering a clearer view of our campaign’s influence on prescription numbers. The integration of analytics tools like Ostro furthered our ability to monitor prescriptions and web traffic, providing a holistic view of our digital footprint.
The Results
Winner of the 2024 Pharma Exec Apex Awards
in the Women’s Health category
40% ↑
YoY growth in prescription cycles since we’ve started working together
335M+
impressions
(+55% increase from the previous year)
Top 10
most prescribed products in it’s industry in the U.S.
(Dec 2022 – Mar 2024)
Top 10
most trafficked Pharma sites in the US
Frequently asked questions
How do you market a prescription drug within FDA regulations?
Compliance comes first, so we build messaging and creative that stay within FDA and platform rules. Our pharmaceutical marketing reaches healthcare practitioners through specialized DSPs like PulsePoint and DeepIntent alongside patient-facing campaigns, the approach that grew a women’s health brand inside strict compliance limits.
How do you reach doctors and healthcare practitioners with digital ads?
We use precision targeting across specialized healthcare DSPs like PulsePoint and DeepIntent to reach practitioners, run alongside patient-facing campaigns mapped to the patient journey. For this women’s health brand, that dual approach helped drive 40 percent year-over-year growth in prescription cycles.
Can digital marketing actually increase prescriptions, or script lift?
Yes. For this brand, prescription cycles grew 40 percent year over year while it climbed into the top 10 most prescribed products in its U.S. category, showing measurable script lift from the program.
What results can pharmaceutical digital marketing deliver?
For this women’s health brand, the work won the 2024 Pharma Exec Apex Award in the Women’s Health category, drove 40 percent year-over-year growth in prescription cycles, and delivered more than 335 million impressions, a 55 percent increase year over year, with the product becoming one of the top 10 most prescribed in its U.S. category.