Same TV, Smarter Strategy: How Data-Driven Planning Drove Breakthrough Results for a Pharma Brand

The Challenge

The strategy looked right. The results didn’t move.

• TV was bought on broad demographics
• The pharma brand had a defined patient audience, but wasn’t actually reaching it
• No clear view of reach or frequency against that audience
• Performance stagnated over time

The real issue:

TV was optimized for delivery — not for the audience that drives outcomes.

The Opportunity

The audience was always there. The plan just wasn’t built around it.

• The target patient existed — but was fragmented across TV
• Traditional buying missed precision and over-delivered to the wrong viewers
• No way to see or adjust performance mid-flight

The Solution & The Proof
Rebuild the plan around the audience — and prove it in-flight

We planned against a strategic audience (3P pharma-specific targeting + demo)

Demo vs. Strategic Audience

Same channel. Different system. Different result.

• 93% of Priority Leads in 2 months (vs. 4 months before)
• 30% Customer Acquisition Cost
• 50,000+ attributed website visits

What This Proves

This isn’t better TV buying. It’s a different approach.

This is what “data-driven TV” actually looks like.

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