Highly commended
Medscape Extend: Programmatically Engaging Conference Attendees at EAU 2024
Summary of work
Medscape Extend, in collaboration with PulsePoint, has revolutionized the way pharmaceutical marketers engage with healthcare professionals. European Advertisers have traditionally been limited to physical media and clinical website advertising. Medscape Extend offers a comprehensive, omnichannel approach, enabling advertisers to reach verified HCPs across various digital platforms, including non-clinical websites with precise targeting. This innovation was showcased at the European Association of Urology 2024 conference in Paris, where Medscape Extend utilized geo-fencing to target verified HCP attendees, delivering tailored advertising experiences at critical moments of their conference journey.
The campaign achieved significant reach, delivering 80,255 unbranded impressions with a 0.14% CTR, predominantly on mobile devices, reflecting the on-the-go nature of conference attendees. This approach not only enhanced engagement by integrating ads into various micro-moments such as app downloads and session interactions but also demonstrated the potential of reaching verified HCPs in non-endemic advertising environments to build trust and brand recognition at a highly relevant time and location.
The success of Medscape Extend at EAU 2024 underscores the effectiveness of using advanced programmatic technologies to create an impactful HCP engagement strategy. This initiative sets a new standard for digital advertising in the pharmaceutical industry, emphasizing the importance of innovative, data-driven approaches.
Judges’ comments
“‘Medscape Extend’ is a unique, hyper-personalised programmatic offering. The judges were impressed by how the product navigates outside of the traditional healthcare professional platforms and thought the use of geo-fencing was compelling. The real-time service offers ideal personalisation and the volume of impressions is indicative of its value.”
