Improving campaign outcomes with privacy-centric, ID-Free targeting

Butler/Till utilized Symphony Health, an ICON plc company’s HealthRankings audiences combined with Proximic’s Predictive Audience technology to compare campaign efficiency and performance outcomes against competitor health audiences for a major pharmaceutical brand.

The Scenario

Effective audience targeting and cost optimization are crucial for pharmaceutical brands in this ever-evolving privacy landscape. Butler/Till leveraged Symphony Health, an ICON plc company’s HealthRankings audiences, combined with Proximic’s Predictive Audience technology to evaluate the solution's effectiveness compared to competitor health audiences, focusing on both reach and cost-efficiency.

Butler/Till utilized Symphony Health, an ICON plc company’s HealthRankings audiences, combined with Proximic’s Predictive Audience technology on a leading pharmaceutical company's campaign.

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

Reach and cost-per-target performance was assessed across all audiences.

The Results

Symphony Health, an ICON plc company’s HealthRankings audiences combined with Proximic’s Predictive Audience technology experienced 41% greater audience reach compared to competitor health audiences at an 50% lower cost-per-target, proving meaningful scale and efficiency for the pharmaceutical brand.