The "blinded" case study below provides a recent example of how Populus’ Virtual Care Media platform customizes campaigns to accurately and effectively reach the right audience at the right time - including patients with uncommon or rare conditions.
- Activate virtual care communication and engagement opportunities with patients seeking HIV-related treatment.
- Identify patients with an uncommon condition.
- Drive heightened doctor / patient awareness and consideration via promotional messaging strategically placed throughout the virtual care experience.
- Achieve promotional SOV dominance.
- Garner multiple promotional touchpoints with patients within each respective virtual office through multiscreen / tactic opportunities.
- Provide opportunity to distribute educational resources and support-based content to patients at the virtual point of care for at-home use.
- Optimize for video delivery and engagements on mobile devices.
- Reach male audience exclusively.
- Deploy client's display banners and video assets on the Populus Virtual Care platform for a 12-month campaign targeting patients in HIV-related care and management.
- Audience targets mapped via keywords and phrases entered by patient prospects, including clinical ICD10 categorizations.
- Pre-visit (intake) media placement utilizing standard IAB display banner units.
- Waiting room media placement utilizing standard IAB display banner units.
- Post-visit media placement utilizing standard IAB display banners and video.
- Gender targeting to engage only male audience.
- In-flight optimizations to provide maximum efficiencies to ensure only the specified target audience was engaged.
- Accomplished 100% SOV throughout the patient's visit through relative category page takeovers.
- Display assets achieved 1 minute and 7 seconds average of In-View Ad Exposure time during intake and waiting room.
- Display assets achieved an average of 12 minutes of In-View Ad Exposure time post-consultation.
- Video assets achieved an average of 2 minutes and 9 seconds of In-View Ad Exposure time during intake and waiting room.
- 60-second video ad average completion rate of 57%.
- 92% average viewer engagement rate (i.e. when creative is displayed and viewable) on display campaign.
- Created touchpoints for ongoing and direct connections for patients, caregivers and healthcare providers to HIV educational resources for consideration with convenience, accessibility and privacy via an innovative solution in Virtual Care.
Rx Lift among the same number of prescribers:
- 31% increase in New Patients*
- 28% increase in NRx*
- 24% increase in TRx*
- 16% increase in NBRx12*
*Prescription data as reported by Medfuse comparing Populus network providers January 2022 -January 2023 to January 2021-January 2022.
