Case Study: PurpleLab helps VDX.tv increase patient audience quality and cut verified patient costs

PurpleLab boosts Audience Quality by 12.5% with VDX.TV

PurpleLab, a healthcare data and analytics company, faced the common pharmaceutical industry challenge of efficiently reaching the right patients with digital ads. Their goal was to identify and engage likely patients while ensuring precise targeting and minimizing media waste for a top 10 pharmaceutical advertiser's video campaign. They partnered with vendor VDX.tv to optimize and assess Audience Quality.

VDX.tv implemented and tested two distinct strategies for the campaign: an endemic strategy focused on health-related websites and an engager strategy that retargeted users who had previously interacted with an ad. An assessment by PurpleLab found that VDX.tv's approach generated a 12.5% average increase in Audience Quality and a 40% decrease in the cost per verified patient, demonstrating greater campaign efficiency and a lower cost for reaching qualified patients.

PurpleLab