3x lift in patient site visits. How a specialty pharma brand proved patient-first TV targeting drives real results

The Challenge

A specialty pharma brand had no way to target its diagnosed audience on TV, or measure TV's impact. Demo-based buying wastes reach on the wrong viewers. Patient-first targeting does not. The brand needed proof that TV was reaching confirmed patients and moving them to act, not just delivering impressions.

The Execution

A patient-first cross-channel TV plan built on PurpleLab-verified audience segments, targeting confirmed patients rather than demographic proxies. Simulmedia's guaranteed patient-level delivery concentrated the budget on the right audience from day one, with frequency controlled to minimize duplication across Linear TV and Streaming. Impact measured against an unexposed control, isolating the true incremental effect of TV on site traffic.

The Result

Patient-first targeting tripled the site visit lift, proving TV's impact.

Why It Worked

Most TV buys broad demographics and hopes the right patients are watching. This campaign started with the patient. Guaranteed delivery against PurpleLab-verified audiences put the budget on confirmed patients from day one, and an unexposed control isolated exactly how much site traffic TV drove.

Guaranteed delivery against a confirmed patient audience isn't standard in the market. Simulmedia makes it the starting point.