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Lasso (lassoplatform.io), omnichannel platform for healthcare marketing and analytics, and CMI Media Group, WPP's healthcare media specialist, today announced their successful partnership with IBM Watson's Advertising Accelerator to bring hyper-personalized media campaigns to clinical audiences, increasing drug awareness, engagement and prescription writing behavior.
IBM Watson's Advertising Accelerator uses AI to predict and serve ad units in real-time with the creative elements that are most likely to drive action among each audience, based on key signals like Designated Marketing Area, device type, and time of day.
CMI Media Group ran this first-of-its-kind campaign from Q4 2021 to Q2 2022, leveraging the Advertising Accelerator and Lasso's end-to-end healthcare marketing and analytics capabilities to deliver intelligent optimizations and real-world measurement across programmatic channels.
The brand utilized various targeting parameters such as first-party and third-party healthcare provider (HCP) audiences including Physicians, Nurse Practitioners (NPs), and Physician Assistants (PAs) treating and diagnosing the conditions of interest. Lasso's unique in-house Identity Solution allowed the campaign to maintain maximum audience quality, reach, and scale. Lasso also reidentified the audiences after they were exposed to media, enabling them to deterministically attribute real-world prescribing behaviors to each of CMI Media Group's advertising tactics.
Overall, the combination of audience penetration, creative media, and real-time optimizations drove a 151% increase in conversion rate to the brand's site and a 40% increase in CTR compared to previous campaigns. Lasso provided weekly gross Rx reporting and completed a Net Impact Analysis, revealing a significantly positive impact of media exposure on prescription writing activity and new HCP and patient conversion to the brand.