Setting a New Standard in Pharma Advertising: The Award-Winning Impact of Our Conditions Marketplace
You might’ve heard about our AdExchanger Award for Best Use of Data by an Agency—but what does it take to create award-winning work? Let’s take a closer look at Conditions Marketplace, our proprietary targeting solution built specifically for pharmaceutical clients, that landed us this industry recognition.
Innovation: Navigating a Cookieless Future with Confidence
As third-party cookies phase out and privacy expectations continue to rise, traditional targeting methods are no longer enough. At Butler/Till, we saw the need for a smarter, more privacy-conscious way to reach high-value audiences. That’s why we developed the Conditions Marketplace. Powered by Audigent’s technology, our supply-based approach integrates non-PII data from trusted sources—like search keywords, ICD-10 codes, and publisher insights—to predict and deliver relevant ads across Display, Video, Audio, and CTV channels.
Compliance: Prioritizing Privacy in Every Strategy
In the healthcare industry, compliance isn’t just important—it’s non-negotiable. The same commitment applies to how we handle user data. The Conditions Marketplace offers a compliant solution to reach the right audiences without relying on personal identifiers. By integrating curated supply sources and trusted signals from partners like ComScore, we ensure that every campaign meets HIPAA standards, all while respecting consumer privacy.
Performance: Delivering Results That Matter
Our focus extends beyond innovation and compliance—we deliver results. The Conditions Marketplace drives measurable business outcomes by optimizing for KPIs that matter most, including audience quality, script lift, CPA, and ROAS. As of midyear 2024, Conditions Marketplace strategies drove:
- 48% improvement in eCPM
- 26% improvement in CPA
- 58% higher ROAS compared to omnichannel benchmarks
Redefining What’s Possible in Pharma Marketing
By aligning innovation with responsible data practices, we’re proud to have set a new benchmark for what’s possible in pharmaceutical advertising. We remain focused on developing solutions that not only meet today’s challenges but also anticipate tomorrow’s opportunities—ensuring our clients continue to thrive in the healthcare space. If you want to learn more or have any further questions about the Conditions Marketplace, reach out now. We’re here to help you navigate and succeed in this highly regulated, yet highly impactful space.
