Big Sales for Small Pharma

Rare Disease Pharmaceutical Company

Driving High TRx Lift on a Low Budget

How did a small, single-product pharmaceutical company, facing fierce competition from two industry giants, increase prescriptions by more than 50% in just six months? It used Reingold’s innovative paid media strategy to maximize return on ad spend. Reingold’s high-touch approach showcased how a customized and well-executed plan can deliver substantial results within a constrained budget.

The Mission

A small pharmaceutical company with a medication for a rare disease was up against two revenue-rich competitors with vastly more marketing dollars and sales team capacity. This resource gap made it challenging to gain market share and reach patients who would benefit from their treatment. The company needed a strategy to increase prescriptions without busting its budget.

Our Approach

Enter Reingold. We don’t create set-it-and-forget-it marketing campaigns that are static and unyielding in their approach. Instead, we designed a customized and adjustable media strategy for our client that was built on measuring response, delivering impact, and maximizing the efficiency of its marketing budget.

Step 1

Set the Baseline

We assessed and prioritized media tactics that drive high-value actions, including tactics such as paid search and social media.

Step 2

Phase the Rollout

We introduced predominantly awareness-driving media tactics, such as programmatic display, in a phased approach so we could effectively evaluate the impact of these tactics on overall campaign performance.

Step 3

Find the Right Pulse

We ran programmatic display ads for set periods that we called the “pulse,” then paused them to evaluated key performance indicators (KPIs). We observed an immediate increase in search impressions and site visits, followed by a delayed rise in prescriptions written.

Step 4

Ride the Wave

Our pulse method revealed that programmatic display advertising added value beyond generating immediate impressions. By strategically turning display ads on and off, the brand could “ride the wave” of awareness generated during the periods when ads were active. During these waves, ads were turned off to conserve the budget until a notable dip in KPIs was observed.

The Results

This strategy consistently yielded a positive return on ad spend throughout the year. The impact on high-value actions compounded month over month. This approach catapulted KPIs to all-time highs by year-end, proving the efficacy of the programmatic pulse strategy.

Within a 6-month period, our strategy produced:

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VIRGINIA DEPARTMENT OF HEALTH

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AMERICAN SOCIETY OF ANESTHESIOLOGISTS

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