Reaching Rare Disease Patients and Caregivers


Digital media strategy that helps your advertising reach rare disease patients, caregivers, and their communities

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.


Campaign Management

Come to us with your goals, a budget, and clear expectations. Your campaign will benefit from the cost-saving access to our in-house trading desk and our strategic audience targeting capabilities, the white-glove support provided by our Google Premier Partnership, our complete suite of analytics, and the customer service that made us an MM&M Top 100 Agency. With this, we’ll develop your campaign with speed-to-market in mind.

Recommended Media Mix for Reaching rare disease, clinical trial, and orphan drug candidates

Our planning team works with our clients to understand marketing goals and business factors that aid in developing an effective media mix strategy. The agency’s capabilities support an omnichannel media strategy, including SEM, display, video, point of care, streaming audio, print, specialty journal publishers, social media, and more.

We find the best media mix to lower Customer Acquisition Costs and spend every dollar as if it’s our own.

Targeting your audience: Rare Disease Patients and Caregivers

Pharma and Healthcare advertisers have more choices now for safely targeting prospective patients at all stages of their research and decision process from an initial symptom search to an ad on a screen in the doctor’s office. Silverlight will utilize a variety of data points to put your message in front of these patients or caregivers at the appropriate time. Our extensive experience with rare disease treatments has informed our approach to finding the “needle in the haystack” patients and caregivers through a variety of indicators and behavioral data.

Media Mix

Using the right media mix to reach rare disease patients and caregivers

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.

Search Engine Marketing

Advertise on popular search engines to hand raisers and information seekers using terms (keywords) that disclose a medical condition, seek out a drug brand, or qualify for a clinical trial.

Point of care

Advertising to patients at the point of care can raise awareness of new clinical trials and orphan drugs available to patients within the caregiver’s area of practice and encourage conversations with a doctor.

Connected TV

Reach target patients and clinical trial candidates with streaming video ads on Smart TV’s, laptops, tablets, phones, game consoles and other connected devices such as Amazon Fire, Roku and Apple TV.

Social Media

Social media ads can amplify clinical trial recruitment events, seek out orphan drug candidates, and reach patients during micro-moments when they check their mobile/social platforms throughout the day.

Programmatic Display

Display, or banner ads, can appear contextually alongside relevant Web content, on mobile devices, and across social media feeds. This visual ad unit is a visual alternative to text ads, capturing a patient’s attention.

Endemic Opportunities

We put your brand message, often with a customized program, in front of patients and healthcare professionals where they are seeking treatment or healthcare content. This can include content sponsorships for patients.

Video Advertising

15-second pre-roll ads let you reach patients who reveal their medical conditions to YouTube and across the internet where they search for video solutions to questions about injuries, sickness, and symptomatic behavior


Traditional print ads in magazines and journals still provide enormous reach and an audience who read longer-form content. 

Streaming Audio

Engage your audience through digital music and podcast streaming and leverage third party data for precision targeting; sponsored specific podcasts to build awareness of your drug or clinical trial.

Patient Advocacy Group - Online Community Partnerships

An advocacy organization or online community for your rare disease can provide great insights, data from research, and open up opportunities for your brand to build trust with sponsored placement where these patients look for trusted resources.

Our approach

Strategic campaign management

Strategic Media Placement

Our Trading Desk


Managing Costs

Analytics & Reporting

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.


Data-enhanced target capabilities


Contextual targeting is a method of personalized advertising that enables your ads to appear on Websites or alongside content that is relevant to the interests of your audience.

CRM/First Party DTC List

We can target custom audiences using first-party CRM data that is imported into ad platforms. Ads will target CRM contacts on the Web and in social media.

Retargeting site visitors

Ad campaign targets a behavioral audience who has already visited your website. The campaign shows a visual reminder ad to encourage repeat visits to the site.

Look-a-like Modeling

A behavioral audience is created that identifies users who behave online in a similar manner to your target audience. These look-a-likes audiences are targeted with the campaign.

Condition targeting

We combine multiple data factors by building a target set of users likely to be diagnosed with medical conditions related to your drug or treatment. The campaign targets this audience.

Mobile targeting

We target users by mobile device type, location of their mobile device, and proximity of the device to a service location, event, or geographic location.

Experts in MLR

Medical-Legal-Regulatory Process

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. 

veeva certified
Andrea Hickey-Mills, Radius Health

"We have found a true partner in the Silverlight team."

“They have over-delivered on impression and engagement goals for our campaigns and we are excited to continue working with them to achieve the next milestone in our journey.”

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