Lowering cost per diagnosis (Dx) with privacy-centric, ID-free targeting

Butler/Till utilized Proximic by Comscore’s privacy-centric, ID-free health targeting to compare performance outcomes against competitor health audiences for a major pharmaceutical brand.

The Scenario

In the competitive landscape of pharmaceutical advertising, driving efficiency while while adhering to privacy regulations is imperative. This campaign aimed to reduce the cost per diagnosis (Dx) across connected TV (CTV) inventory, and results were measured against several competitor health audiences to evaluate overall performance and cost-efficiency.

The Solution

Butler/Till applied Proximic by Comscore's ID-free health targeting to a leading pharmaceutical company's campaign.

The campaign was monitored and compared with other competitor health audiences.

The goal of the campaign was to reduce cost per diagnosis (Dx) across CTV inventory.

The Results

In head-to-head testing, Proximic by Comscore targeting delivered a 63% lower cost per diagnosis (Dx) than the average of all competitor health audiences.