There are more ways than ever to put your brand in front of doctors, physicians assistants, and nurse practitioners who influence a patient’s consideration. Silverlight Digital will work with your goals and your budget to find the ideal media mix for your HCP message. We specialize in new drug launches – starting with disease awareness leading-up to launch, and have years of experience with the legal, medical and regulatory restrictions on your marketing.
Our Media Planning and Account Management teams are all fully integrated to target your desired audience. We make advertising media recommendations designed to deliver your advertising message in the most efficient, cost-effective, and measurable method possible. This approach includes assistive technologies such as our programmatic trading desk, artificial intelligence, and an industry-leading tech stack.
Silverlight Digital takes advantage of all types of placements to make sure we are getting your message in front of your target audience. From contextual placements, where display ads related to the content on specific websites are shown, to audience placements, where display ads are catered to individuals based on criteria such as their demographics, interests, purchase intent, and more. In addition, Silverlight Digital can recommend tailored placements based on the audience’s behavior, how they surf the web, the pages they have visited or the searches they have made, where they are located using geo targeting, and use tools to retarget people who have shown interest by visiting a site but may have not completed an action.
The Silverlight Digital Trading Desk is able to tap into an enormous amount of data for buying media programmatically and targeting any number of the data segments that are available to us. We can also incorporate your first-party data for maximum effectiveness.
Silverlight Digital utilizes Double Click Campaign Manager, Media Math, and Google Analytics to track performance. All three are in-house and not outsourced as a managed service. We collaborate with our client and all stakeholders to determine goals and objectives as well as priorities. This is a critical step in the process to align on measuring success and what we are ultimately optimizing towards. We track time spent on site, what content they are viewing, how long they are engaged with your content and what actions they took. Ultimately, we want to map this back to script lift, clinical trial recruitment, and new patients. We are relentless about optimization and spend every dollar as if it’s our own.
We are relentless about lowering Customer Acquisition Costs (CACs) and spend every dollar as if it’s our own. To succeed at this, we set aggressive benchmarks and performance metrics to drive trends upwards, use data-driven insights to align targeting data and messaging, constantly optimize campaigns against data collected, and regularly report with accompanying analysis.
This ensures that we take advantage of the highest-performing tactics, technology, and partners at any time.
We strive to provide a detailed strategic analysis to explain the “why” behind the data, identifying performance trends and proposing integrated changes to the media mix with an eye on reaching overall client goals. We will explain ongoing optimization activity, offering tests based on data-informed hypotheses. Data is analyzed at the click level, but the quality of creative performance and post-click activity is also considered.
With complete transparency, data is shared by specific publisher placements and providers (audience and contextual) through our Trading Desk.
Reporting is provided every month. Reports include KPI goals (drive site traffic or online purchases) or other primary and secondary KPI actions and a break-out of how each placement delivers against goals.
For pharmaceutical and healthcare advertisers, there are many hurdles to clear before an ad goes live. Our team can help you through the complicated MLR process with your Promotional Review Committee (PRC). We are Veeva certified.