Not all digital video yields equal results. Case in point: DeepIntent’s Natalie Mancuso points to internal findings that connected TV advertising in healthcare generates twice the new-to-brand prescription rate compared to online video alone when combined with sequential messaging and clinical conversion tracking rather than traditional click-through metrics.
“We see CTV drive two times higher new-to-brand prescriptions than online video alone,” Natalie Mancuso, svp, data partnerships at DeepIntent, told Beet.TV editorial director Lisa Granatstein. “We also have some ongoing statistics that really support a two and a half times higher rate than within display.”
DeepIntent resolves CTV and digital exposure to individual patients using identifiers including NPIs, HIMs, IP device, and household signals rather than modeling lookalike audiences for pharmaceutical targeting.
Three-step patient journey handoff
Successful healthcare advertising follows sequential progression from CTV opener through digital carriers to endemic environments, with each touchpoint advancing patient action rather than repeating identical messaging.
“We really think about this as being a bit of a three-step handoff. You’ve got CTV as an opener, you’ve got these digital carriers and then endemic bundles,” Mancuso said. “CTV completion rates are nearly double online video.”
Digital serves as a carrier for next best actions including “talk to your doctor” messaging and savings cards that move patients forward through treatment consideration phases.
Household-level frequency management
Relevant messaging without overwhelming patients requires household-level frequency capping rather than device-level limits, sequential creative storytelling, and suppression of converted patients who achieve desired objectives.
“A family of four shouldn’t be hitting their frequency cap independently. Second touch isn’t the same as that first touch,” Mancuso said. “Once a script is filled, we stop spending against the person and really shift into another phase of that journey.”
This approach includes channel rotation from CTV through online video to audio to prevent frequency burn while maintaining message progression.
NPI-level deterministic measurement
Clinical conversion tracking operates at physician NPI level to determine whether advertisements drive actual prescription behavior or patient requests for therapy, providing deterministic rather than modeled insights.
“Did a physician actually take an action as a result of seeing an advertisement as a result of a patient coming in and requesting therapy?” Mancuso said. “Having this be a deterministic and not a model insight for our brands is really something that’s important in closing the loop.”
Script lift measurement compares exposed versus control groups to identify behavioral changes including faster diagnosis, specialist referrals, or new treatment adoption patterns.
Concurrent campaign strategy
Smart brands run cohesive sequential campaigns targeting both healthcare providers and patients simultaneously rather than separately, recognizing that prescription decisions require willing prescriber and patient request alignment.
“You can’t just speak to the HCP or the patient. That is a conversation of many and ensuring that they are running concurrently these types of campaigns,” Mancuso said. “I have to have a willing prescriber met with a patient request.”
Success requires budgeting the patient journey rather than individual channels while establishing script lift measurement before campaign launch.
“Planning is one consolidated campaign, ensuring that you’re setting up script lift measurement before that first impression,” Mancuso said. “What are you trying to achieve as opposed to a retrospective analysis?”
You’re watching “Omnichannel Starts with TV: The Evolving Role of TV in Healthcare Marketing”, a Beet.TV Leadership Series, presented by Swoop. For more videos from this series, please visit this page.
