Case Study: Leading Pharmaceutical Company achieves better rare disease marketing impact with Veeva Systems

Increasing Marketing Effectiveness with Data Analytics

A Leading Pharmaceutical Company partnered with Veeva Systems’ Crossix to measure a digital disease-awareness campaign for a rare condition with fewer than 5,000 new diagnoses a year. The company needed to reach symptomatic patients earlier, shorten the long path to diagnosis, and drive more specialist visits and new prescriptions.

Veeva Systems implemented Crossix DIFA measurement and optimization, linking digital ad exposure to real-world health data in a privacy-safe, HIPAA-compliant way. The campaign reached a large unique audience and was shown to drive about 10% of annual new diagnoses in the category, with measurable post-exposure conversions including 685 net new diagnoses and 158 net brand conversions.