Why weren’t people responding to the client’s major spend on direct-response TV?

The Situation

Unbranded and Branded Direct Response TV (DRTV) underperforming when compared to performance expectations.

The Approach

Encima pro forma analysis used to predict expected performance and set tactic goals.

• DRTV evaluated weekly for in-campaign KPIs.
• Consumer anonymous patient level data (APLD) analysis conducted to evaluate sales contribution

The Outcome

Robust measurement planning and analytics drove marketing strategy shift to cost effective tactics

• Canceled Unbranded DRTV and reallocated $750k monthly spend
• Canceled Branded DRTV and reallocated $1.25M monthly spend