Case Study: Leading Pharma Company drives stronger patient engagement and trial uptake with Targetbase

Introducing a New Product in a Crowded Pharma Category

Leading Pharma Company worked with Targetbase to launch a twice-daily beta blocker in a crowded, confusing heart-medication category. The challenge was to make the brand stand out, build emotional connection with patients, and prepare the market for a future once-daily beta blocker while remaining credible in a space crowded with “heart-healthy” claims.

Targetbase used emotionally driven print advertising that offered a free 30-day trial and support through a toll-free Heartline, then followed responders with timed mailings containing lifestyle tips, product facts, and heart-health information. The campaign generated twice as many leads as estimated and drove 3x the expected free-trial redemptions, earning Targetbase the Best CRM/Direct Mail Campaign award at the DTC National Awards.