Butler/Till Health proved mass media and hyper-targeted campaigns are not mutually exclusive. Read the case study below.
Challenge
Our client treats a disease that has a 5% prevalence nationally. The company’s brand team wanted to expand into more awareness-focused mass media channels. There were concerns around impression waste and unqualified viewers.
Strategy
Leverage evidence-based data on addressable and connected/OTT inventory.
Employ a third-party partner to ensure accurate measurement of audience quality.
Results
The pilot reached a 45% qualified audience, meaning those exposed to media were 2.9 times more likely to be diagnosed with the disease than the national average.
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