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Healthcare

Gretel Impressions

Created a large marketing database for an HCP programmatic display offering

Challenge
Reaching healthcare providers via digital advertising can be expensive and labor intensive. For instance, targeting the right HCP audience is complex as there are various specialties and sub-specialties within the medical field. Competing advertising solutions available are often costly and inflexible. Startup biotech and medical device companies often have limited marketing budgets and need cost effective digital advertising solutions to reach their audiences.

Solution
For JPA Health, I created a large marketing database on Microsoft Azure using publicly available NPI and synthetic claims data from the Centers for Medicare and Medicaid Services. The NPI database held 7M+ HCPs and was refreshed monthly. Bundling the prospect lists generated from the database with third-party ad tech, JPA Health was able to launch a HCP programmatic display ads offering, Gretel Impressions, that outperformed competing offerings.

Results
During campaigns run for Checkpoint Surgical and ACOG, Gretel Impressions achieved an average 90% match rate. Match rate is the percentage of HCPs matching to a real-time bidding ID which is needed to send display ads to individuals online. Gretel Impressions achieved an average 1.0% to 1.2% CTR for an average $45 to $50 CPM. Overall, Gretel Impressions out-performed competing HCP programmatic solutions by delivering a CTR comparable to that of prominent providers for 20% less overall cost.