Lucid Group

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Marketing

Dramatically improving audience quality and campaign ROI with LCI targeting data overlays

Challenge

MAVENCLAD (cladribine) positions itself as the oral of choice for first switch in active RMS. The MS market is crowded with many sizeable competitors, all fighting for the same patients. MAVENCLAD (cladribine) suffered a series of budget cuts that left the media budget at ~65% of initial OOP contract value ($13M vs $20M), below the spending level of some of their more aggressive competitors.

The total potential patient reach is only ~1 million nationwide. MAVENCLAD (cladribine) has a complex MOA and a boxed warning, both of which are barriers to prescribing.

Solution

The team leveraged our analytics capabilities to find additional opportunities for MAVENCLAD (cladribine) based on patient volume and prescribing behaviour. The team built a data-driven omnichannel regional plan built around HCP Rx behaviours that indicate maximum potential for Rx increases.

Outcome

  • 9X increase in qualified DTP and HCP audience volume
  • 59% reduction in Cost Per Qualified Audience (CPQA)
  • Doubled ROI to 5.6:1, dramatically improving campaign performance