How Zero-Party Data Boosts Pharma Advertising Performance
Pharma advertisers invest billions each year to reach qualified audiences and drive business impact. However, many struggle to connect with their core consumers effectively. Zero-party data allows advertisers to compliantly message consumers who have declared interest or self-qualified for a specific ailment. With zero-party data, pharma advertisers can be more confident that their ads are being seen by genuinely interested people.
What is Zero-Party Data?
Information that consumers share directly with brands.
What are Zero-Party Ads?
Interactive ads that collect declared information from consumers via surveys and other engagment experinces.
What are Zero-Party Audiences?
Addressable audiences derived from Zero-Party Ads that can be scaled with AI and targeted with messaging aligned to consumer feedback.
How it works
Ads
Targeted
I'm not satisfied with my migraine treatment
STEP 2
STEP 3
STEP 1
Segment responders into Zero-Party Audiences and scale with VoiceAlike® AI
Target audiences across platforms with tailored ads
Incorporate surveys into digital ads to create Zero-Party Ads
Read on to Learn How Zero-Party Ads & Audiences Improved:
Next Page
Audience Quality
Website Engagement
NBRx Lift
www.viralgains.com
hello@viralgains.com
Back
Three Ways We've Driven Pharma Ad Campaign Success with Zero-Party Data
Reach more ailment sufferers & caregivers
Educate more Oncology patients & caregivers
- Crossix Audience Quality Multiple was 2.1x, 31% over benchmark of 1.6x
- Click-through rate was 42% higher and cost per click was 30% more efficient than Crossix segment
ViralGains's audiences had a 30% lower bounce rate and 1.2x stronger pages per session compared to Crossix audiences (measured by Google Analytics)
Read the Case Study
Read the Case Study
Try interacting with the ads!
Drive a lift in flu shots among seniors
Achieved the brand’s goal of 0.03% Crossix Conversion Rate (0.03% of people 65+ who saw the ViralGains campaign received the brand’s flu vaccine)
Read the Case Study
Get a free consultation
The examples above are mock-ups of ViralGains video and display ad units.
www.viralgains.com
hello@viralgains.com
Back
Audience Quality
Driving Targeted Awareness & Action Among CSU Sufferers
A pharma brand sought to educate people who suffer from Chronic Spontaneous Urticaria (Hives) about treatment options. The challenge was finding addressable audiences of people who had this specific ailment.
Strategy
The brand and agency teamed up with ViralGains to manage media activation for their display campaign and leverage Zero-Party Ads, creating custom audiences to improve audience quality over time. ViralGains designed a plan to meet their unique needs:
- Created ViralGains’ Zero-Party & VoiceAlike® Audiences of people who suffer or know someone who suffer from CSU
- Targeted both Crossix & ViralGains Audiences with display ads to drive awareness of the medication
- KPIs: Crossix Audience Quality Score & CTR
Results
Higher CTR than Crossix “CSU Sufferers” segment
42%
More efficient CPC than Crossix “CSU Sufferers” segment
30%
Audience Quality Score surpassing the 1.6x benchmark
2.1x
www.viralgains.com
hello@viralgains.com
Back
Audience Engagement
Driving Awarness and Engaged Site Visitors with Zero-Party Data
A pharma brand sought to generate awareness of a cancer medication for a specific type of breast cancer. The challenge was finding addressable audiences of people who qualified for this medication and their caregivers.
Strategy
he brand and agency partnered with ViralGains for its unique ability to build custom audiences based on zero-party data. ViralGains designed a plan to meet their unique needs:
- Used a ViralGains Survey to create Zero Party & VoiceAlike® Audiences of people familiar with a common medication used by metsstatic breast cancer patients.
- Targeted both Crossix & ViralGains' Audiences with display ads to drive to the website to learn more.
- KPI: Website Engagement
Bounce Rate
Pages per Session
Results
33.7%
Compared to Crossix audiences, ViralGains' Audiences drove
23.7%
Stronger pages per session
1.2X
Lower Bounce Rate
30%
7.4
6.2
www.viralgains.com
hello@viralgains.com
Back
NBRx Lift
Driving Flu Vaccines Among People Age 65+
A major flu vaccine brand sought to educate and encourage people age 65+ to get a flu vaccine. They created video ads highlighting flu risks and vaccine benefits, evaluating success by meeting a Crossix targeting multiple for adults 65+ and a flu vaccine conversion rate.
Strategy
ViralGains developed a sophisticated targeting plan to reach two audiences – flu vaccine intenders and those hesitant to get one.
To optimize targeting, ViralGains used VoiceAlike® AI to create high
and low intent audiences based on zero-party data collected from surveys integrated into the video ads.
High Intent Segments
Audience Provider
Low Intent Segments
Low intent survey responders
High intent survey responders
Seeking Flu Treatment
Past Vaccinator
ViralGains' survey also measured consumer intent in real-time, informing which videos and placements had the best impact on intent.
Flu Outbreak Trigger
Contextual
Results
Educational Videos
Branded Videos
.03% CVR
ViralGains met the brand's Crossix audience quality benchmark and reached the brand’s goal of 0.03% Crossix conversion rate. Historically non-endemic programmatic vendors failed to reach their aggressive benchmarks so the brand was pleased to find a programatic partner that could achieve incremental reach while hitting their conversion goals.
www.viralgains.com
hello@viralgains.com
Back
Thanks for reading!
Ready to Unlock the Power of Zero-Party Data in Your Ads?
Contact us for a free consultation!
www.viralgains.com
hello@viralgains.com
About Zero Party Audiences Zero Party Audiences are addressable audiences derived from ViralGains' Zero-Party Ads. These audiences can be scaled with AI and targeted with messaging aligned to their feedback. About VoiceAlike® AI ViralGains’ proprietary AI, VoiceAlike®, uses responses to your surveys and hundreds of other data points to predict responses for people who saw your ads but didn’t respond to the survey. It sorts impressions from your campaign into inferred audience segments so you can nurture those that are a good fit for your brand and suppress or try a different message with those who are not. There are some limitations to where you can use VoiceAlike® AI. Please contact ViralGains for more information.
About Zero Party Audiences Zero Party Audiences are addressable audiences derived from ViralGains' Zero-Party Ads. These audiences can be scaled with AI and targeted with messaging aligned to their feedback. About VoiceAlike® AI ViralGains’ proprietary AI, VoiceAlike®, uses responses to your surveys and thousands of other data points to predict responses for people who saw your ads but didn’t respond to the survey. It sorts impressions from your campaign into inferred audience segments so you can nurture those that are a good fit for your brand and suppress or try a different message with those who are not. There are some limitations to where you can use VoiceAlike® AI. Please contact ViralGains for more information.
About Zero Party Audiences Zero Party Audiences are addressable audiences derived from ViralGains' Zero-Party Ads. These audiences can be scaled with AI and targeted with messaging aligned to their feedback. About VoiceAlike® AI ViralGains’ proprietary AI, VoiceAlike®, uses responses to your surveys and hundreds of other data points to predict responses for people who saw your ads but didn’t respond to the survey. It sorts impressions from your campaign into inferred audience segments so you can nurture those that are a good fit for your brand and suppress or try a different message with those who are not. There are some limitations to where you can use VoiceAlike® AI. Please contact ViralGains for more information.
About Zero Party Audiences Zero Party Audiences are addressable audiences derived from ViralGains' Zero-Party Ads. These audiences can be scaled with AI and targeted with messaging aligned to their feedback. About VoiceAlike® AI ViralGains’ proprietary AI, VoiceAlike®, uses responses to your surveys and thousands of other data points to predict responses for people who saw your ads but didn’t respond to the survey. It sorts impressions from your campaign into inferred audience segments so you can nurture those that are a good fit for your brand and suppress or try a different message with those who are not. There are some limitations to where you can use VoiceAlike® AI. Please contact ViralGains for more information.
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ViralGains Marketing
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Transcript
How Zero-Party Data Boosts Pharma Advertising Performance
Pharma advertisers invest billions each year to reach qualified audiences and drive business impact. However, many struggle to connect with their core consumers effectively. Zero-party data allows advertisers to compliantly message consumers who have declared interest or self-qualified for a specific ailment. With zero-party data, pharma advertisers can be more confident that their ads are being seen by genuinely interested people.
What is Zero-Party Data?
Information that consumers share directly with brands.
What are Zero-Party Ads?
Interactive ads that collect declared information from consumers via surveys and other engagment experinces.
What are Zero-Party Audiences?
Addressable audiences derived from Zero-Party Ads that can be scaled with AI and targeted with messaging aligned to consumer feedback.
How it works
Ads
Targeted
I'm not satisfied with my migraine treatment
STEP 2
STEP 3
STEP 1
Segment responders into Zero-Party Audiences and scale with VoiceAlike® AI
Target audiences across platforms with tailored ads
Incorporate surveys into digital ads to create Zero-Party Ads
Read on to Learn How Zero-Party Ads & Audiences Improved:
Next Page
Audience Quality
Website Engagement
NBRx Lift
www.viralgains.com
hello@viralgains.com
Back
Three Ways We've Driven Pharma Ad Campaign Success with Zero-Party Data
Reach more ailment sufferers & caregivers
Educate more Oncology patients & caregivers
ViralGains's audiences had a 30% lower bounce rate and 1.2x stronger pages per session compared to Crossix audiences (measured by Google Analytics)
Read the Case Study
Read the Case Study
Try interacting with the ads!
Drive a lift in flu shots among seniors
Achieved the brand’s goal of 0.03% Crossix Conversion Rate (0.03% of people 65+ who saw the ViralGains campaign received the brand’s flu vaccine)
Read the Case Study
Get a free consultation
The examples above are mock-ups of ViralGains video and display ad units.
www.viralgains.com
hello@viralgains.com
Back
Audience Quality
Driving Targeted Awareness & Action Among CSU Sufferers
A pharma brand sought to educate people who suffer from Chronic Spontaneous Urticaria (Hives) about treatment options. The challenge was finding addressable audiences of people who had this specific ailment.
Strategy
The brand and agency teamed up with ViralGains to manage media activation for their display campaign and leverage Zero-Party Ads, creating custom audiences to improve audience quality over time. ViralGains designed a plan to meet their unique needs:
Results
Higher CTR than Crossix “CSU Sufferers” segment
42%
More efficient CPC than Crossix “CSU Sufferers” segment
30%
Audience Quality Score surpassing the 1.6x benchmark
2.1x
www.viralgains.com
hello@viralgains.com
Back
Audience Engagement
Driving Awarness and Engaged Site Visitors with Zero-Party Data
A pharma brand sought to generate awareness of a cancer medication for a specific type of breast cancer. The challenge was finding addressable audiences of people who qualified for this medication and their caregivers.
Strategy
he brand and agency partnered with ViralGains for its unique ability to build custom audiences based on zero-party data. ViralGains designed a plan to meet their unique needs:
Bounce Rate
Pages per Session
Results
33.7%
Compared to Crossix audiences, ViralGains' Audiences drove
23.7%
Stronger pages per session
1.2X
Lower Bounce Rate
30%
7.4
6.2
www.viralgains.com
hello@viralgains.com
Back
NBRx Lift
Driving Flu Vaccines Among People Age 65+
A major flu vaccine brand sought to educate and encourage people age 65+ to get a flu vaccine. They created video ads highlighting flu risks and vaccine benefits, evaluating success by meeting a Crossix targeting multiple for adults 65+ and a flu vaccine conversion rate.
Strategy
ViralGains developed a sophisticated targeting plan to reach two audiences – flu vaccine intenders and those hesitant to get one.
To optimize targeting, ViralGains used VoiceAlike® AI to create high
and low intent audiences based on zero-party data collected from surveys integrated into the video ads.
High Intent Segments
Audience Provider
Low Intent Segments
Low intent survey responders
High intent survey responders
Seeking Flu Treatment
Past Vaccinator
ViralGains' survey also measured consumer intent in real-time, informing which videos and placements had the best impact on intent.
Flu Outbreak Trigger
Contextual
Results
Educational Videos
Branded Videos
.03% CVR
ViralGains met the brand's Crossix audience quality benchmark and reached the brand’s goal of 0.03% Crossix conversion rate. Historically non-endemic programmatic vendors failed to reach their aggressive benchmarks so the brand was pleased to find a programatic partner that could achieve incremental reach while hitting their conversion goals.
www.viralgains.com
hello@viralgains.com
Back
Thanks for reading!
Ready to Unlock the Power of Zero-Party Data in Your Ads?
Contact us for a free consultation!
www.viralgains.com
hello@viralgains.com
About Zero Party Audiences Zero Party Audiences are addressable audiences derived from ViralGains' Zero-Party Ads. These audiences can be scaled with AI and targeted with messaging aligned to their feedback. About VoiceAlike® AI ViralGains’ proprietary AI, VoiceAlike®, uses responses to your surveys and hundreds of other data points to predict responses for people who saw your ads but didn’t respond to the survey. It sorts impressions from your campaign into inferred audience segments so you can nurture those that are a good fit for your brand and suppress or try a different message with those who are not. There are some limitations to where you can use VoiceAlike® AI. Please contact ViralGains for more information.
About Zero Party Audiences Zero Party Audiences are addressable audiences derived from ViralGains' Zero-Party Ads. These audiences can be scaled with AI and targeted with messaging aligned to their feedback. About VoiceAlike® AI ViralGains’ proprietary AI, VoiceAlike®, uses responses to your surveys and thousands of other data points to predict responses for people who saw your ads but didn’t respond to the survey. It sorts impressions from your campaign into inferred audience segments so you can nurture those that are a good fit for your brand and suppress or try a different message with those who are not. There are some limitations to where you can use VoiceAlike® AI. Please contact ViralGains for more information.
About Zero Party Audiences Zero Party Audiences are addressable audiences derived from ViralGains' Zero-Party Ads. These audiences can be scaled with AI and targeted with messaging aligned to their feedback. About VoiceAlike® AI ViralGains’ proprietary AI, VoiceAlike®, uses responses to your surveys and hundreds of other data points to predict responses for people who saw your ads but didn’t respond to the survey. It sorts impressions from your campaign into inferred audience segments so you can nurture those that are a good fit for your brand and suppress or try a different message with those who are not. There are some limitations to where you can use VoiceAlike® AI. Please contact ViralGains for more information.
About Zero Party Audiences Zero Party Audiences are addressable audiences derived from ViralGains' Zero-Party Ads. These audiences can be scaled with AI and targeted with messaging aligned to their feedback. About VoiceAlike® AI ViralGains’ proprietary AI, VoiceAlike®, uses responses to your surveys and thousands of other data points to predict responses for people who saw your ads but didn’t respond to the survey. It sorts impressions from your campaign into inferred audience segments so you can nurture those that are a good fit for your brand and suppress or try a different message with those who are not. There are some limitations to where you can use VoiceAlike® AI. Please contact ViralGains for more information.