Winning With Data:  DTC Marketing That Delivers

Attribution analysis helped drive a strategic shift for a pharma company.

Driving Prescription Growth by Putting Patients First

A small pharmaceutical company with a single product broke through an overcrowded market of over-the-counter (OTC) options. In just nine months, the company increased prescriptions by 63.4% by shifting to a data-backed, direct to consumer (DTC) marketing strategy. Attribution analysis revealed the true drivers of growth, allowing smarter investment where it mattered most.

The Mission

Reingold’s pharmaceutical client faced the challenge of gaining traction for its newly approved medication in a market dominated by OTC options with well-known side effects. Our mission was to help them stand out and grow prescriptions despite stiff competition.

Our Approach

We recommended a shift from prioritizing traditional, provider-focused outreach to launching a bold patient-first digital strategy. Instead of relying on field sales to influence prescribers, we prioritized reaching potential patients directly, using targeted advertising that clearly communicated the unique benefits of our client’s medication to connect with those seeking alternatives to OTC options.

We complemented this approach with health care provider (HCP) advertising that used behavioral targeting. While patient advertising drove demand, our targeted HCP campaigns ensured that prescribers were informed and ready to act when patients requested our client’s treatment.

Shift the Strategy

We moved from HCP-focused field efforts to a patient-first digital marketing campaign.

Launch, Test, and Scale

We launched campaigns reaching both consumers and providers. Through rigorous measurement and attribution analysis of marketing and sales activities, we identified which outreach methods, channels, and audiences drove actual prescription growth. We scaled the best-performing tactics and retired the worst-performing ones.

Measure Impact

Our analysis revealed that consumer marketing impressions had a stronger correlation with prescription growth than did field activities or HCP advertising.

Double Down

Armed with clear prescription and attribution data, our client increased investment in consumer marketing, making it central to their outreach strategy.