Doctors sit atop the patient pyramid along with related caregivers, lab technicians, and nurses. Reaching them is crucial as they may often be the only professional advisors in a patient’s life. We understand rare disease has its own approach to the market and the challenges it faces finding the right audience. As rare disease marketers search for their next patient or clinical trial candidate, digital media campaigns are able to successfully target and influence caregiver populations with educational and diagnostic information. While most doctors don’t sit in front of a computer, reaching them on-the-go via mobile devices and in social situations is key; doctors love mobile devices and sharing ideas in closed, social forums with other doctors.
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 media placements to make sure we are getting your message in front of your target audience from contextually targeted display ads to audience-based social ads to customized placements created just for you. In addition, Silverlight Digital can recommend tailored placements based on the audience’s demographics, online behavior, or location and use tools to retarget people who have shown interest by visiting a site.
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.