Breakthrough patient reach with data-powered disease education campaign

Underscore Marketing needed to reach rare-lung-disease patients in a HIPAA-compliant way to build awareness of an upcoming FDA-approved treatment, and to validate which of several targeting partners actually reached real diagnosed patients. Using Symphony Health's HIPAA/NAI-compliant modeled patient audience activated through the PulsePoint healthcare DSP, the campaign was measured on Qualified Audience Reach (QAR) and Qualified Unique Individuals Reached (QUIR) against three other data providers. Symphony Health reached over 100 qualified patients in just 3 days versus 6+ days for competitors, posted a cumulative QAR of 2.3 versus 1.5-1.9 for competing providers, and Underscore called the results a "cornerstone" for future DTC campaigns, expanding the partnership to other clients.

Symphony Health is a commercial claims and prescriber-data provider, recently divested from ICON plc to HealthVerity, supplying open/closed claims data for pharma commercial insight.

This sits in the Data Providers stage of the AI use-case lifecycle: Named examples from the real-world-data, claims and competitive-intelligence providers pharma AI systems are trained on, benchmarked against, or run inside of.