Case Study: Global Pharmaceutical Company achieves 368% more qualified patient leads and 65% lower cost-per-lead with Merkle

Global Pharmaceutical Company - Customer Case Study

A top-5 global pharmaceutical company engaged Merkle to overhaul search for one of its blockbuster brands after legacy, autopilot search with a large media holding company produced underperformance. Merkle applied its data-driven SEM and SEO approach to center search in the digital ecosystem and drive higher patient acquisition and efficiency.

Merkle restructured paid search and continued daily keyword optimization, CRM-driven bidding, ad and landing-page testing, multi-match keyword/many negative-keyword tactics, and campaign calibration. The results show sustained, measurable impact: qualified brand leads up 368%, qualified lead cost down 65% (cost per lead from $218 to $76), registration cost down 62% with 213% volume growth, file-download cost down 76% with 395% volume growth, and improved HCP metrics with less budget—demonstrating Merkle’s continued cost savings and increased patient engagement.