From Awareness to Action: Balancing Reach and Precision for an Oncology Campaign
Driving cost-effective awareness
An oncology brand launched a programmatic display campaign to drive cost-efficient awareness. To maximize impact and target consumers likely to be diagnosed with the condition, the brand applied a Crossix Consumer Reach Segment to the campaign. The Consumer Reach Segment, custom-built for this audience, positioned the campaign to effectively reach qualified patients while maintaining cost efficiency.
The campaign delivered a 2.2x targeting multiple, making it more than twice as effective at reaching the intended audience. Using the Consumer Reach Segment also resulted in a low cost per diagnosed patient of $0.40 — 88% more cost-effective than other audience targeting partners.
Evolving brand goals: Enhancing precision and scale
The following year, the brand refined its strategy to focus on engaging an audience with a higher likelihood to start on the therapy. With a newly developed strategy tailored for lower-funnel consumers, the campaign required greater targeting precision. To achieve this goal, the brand shifted its investment to Crossix Consumer Prime Segments.
The strategic pivot delivered a campaign targeting multiple of 11.9x, resulting in a 440% increase in audience quality. Even with this refined targeting approach, the campaign maintained cost efficiency with a $1.44 cost per diagnosed patient reached.
Compared to other audience targeting partners, Consumer Prime Segments outperformed with a 51% higher targeting multiple and a 58% lower cost per diagnosed patient reached.
Key takeaways
Media campaigns are not one-size-fits-all. By having clear goals for each campaign, this brand was able to leverage both Consumer Reach Segments and Consumer Prime Segments to drive awareness and conversion.
Want to learn more about integrating Crossix Consumer Reach Segments and Crossix Consumer Prime Segments into your strategy? Contact your Crossix Account Partner or email crossix_digitalconnect@veeva.com.
