Case Study: DIRECTV Advertising achieves a 25% lift in new patient starts and a 4.4:1 ROI with Veeva Systems

Addressable TV Campaign Increases New Patient Starts and Improves Adherence

DIRECTV Advertising partnered with Veeva Crossix to help a category-leading therapy reach highly qualified patients with an unbranded disease-awareness addressable TV campaign for a condition with ~1% prevalence. The brand’s success metrics were incremental HCP visits, new patient starts, and improved adherence, but it needed scaled reach into a concentrated pool of likely patients.

Using Crossix audience segments (“Likely Diagnosed,” deciles 1–2) across addressable TV, the campaign reached 1.7 million households and delivered measurable health outcomes: 84k households contained a person diagnosed with the condition (80% more likely than general TV viewers), 29k incremental HCP visits in three months, a 25% lift in new patient starts, 12% more refills versus a matched control, and a 4.4:1 ROI.

DIRECTV Advertising