Pharmaceutical advertising strategy cuts cost per script by 60%

Blue pharmaceutical icon on a dark background.

Doctor reviewing a tablet with a patient in a medical office.

Standing out in a competitive category

An emerging pharmaceutical company was preparing to launch an FDA-approved treatment in a competitive therapeutic category with a limited budget, minimal existing brand recognition, and a lean internal team. To build awareness and drive impact, the client partnered with StackAdapt to develop a programmatic pharmaceutical advertising strategy that could support the launch, measure performance across the funnel, and connect media investment to prescription trends.

Solutions Used

Prescribing the right programmatic strategy

To increase more than just impressions, the pharmaceutical client needed a strategic partner that could act as an extension of its marketing and analytics teams. StackAdapt’s hybrid service model, advanced reporting, and healthcare industry expertise provided the support and insights the client needed to optimize its campaign. Here are some of the tactics they used:

Multi-channel activation

Introduced the treatment to relevant audiences with connected TV (CTV), video, display, and native ads—building brand awareness and driving deeper consideration.

Advanced measurement

Used brand lift studies and cross-channel attribution in StackAdapt to measure impact, analyze correlations with prescribing trends, and further optimize the campaign.

NPI targeting

Increased prescription volume by using NPI targeting to reach prescribing doctors with relevant digital touch points alongside field rep activity.

Driving measurable prescription growth

By combining premium inventory, advanced measurement capabilities, and ongoing optimization, StackAdapt helped the pharmaceutical client turn a high-risk launch into consistent prescription growth. Within six months of the campaign beginning, the client was generating hundreds of prescriptions per week. All told, the campaign delivered a 177% relative lift in brand awareness at approximately $1.50 per person reached.

Brand awareness