How Rapid Insights Validated a Biopharma Brand’s Olympics Sponsorship
While TV viewing habits are shifting, live events remain a powerful magnet to quickly reach a massive audience. To capture this viewership, biopharma marketers often allocate a significant portion of their TV and video budgets to tentpole events like the Olympics. Yet historically, measuring the impact of these premium sponsorships on health outcomes took months. Today, marketers need faster answers.
Learn how a biopharma brand used Veeva Crossix TV data to validate their Summer Olympics TV investment in near real-time.
The challenge: Prove the value of high-stakes media
To maximize impact, a brand in a common disease space prioritized the Olympics as a key driver for their yearly linear TV strategy. The goal was to determine if the heightened visibility of a tentpole event would more effectively reach diagnosed patients, increase doctor visitation, and drive new patient starts.
The results: Immediate impact on relevant patient reach, doctor visitation, and conversion
The Olympics aired July 26 – August 11, and insights were available almost immediately. Within 11 days of the opening ceremony, the brand began to validate performance.
The data showed 3x more diagnosed patients reached during the Olympics compared to the standard network baseline.
Beyond reach, the brand tracked the impact of the campaign on patient behavior. While standard networks saw flat or minimal growth, the Olympics network drove a massive surge in patient action. The Olympics network saw a 32% increase in doctor visitation from July to August, compared to just 1% and 4% on other networks.
In September and August, just two months following the sponsorship, the brand saw 2x the amount of monthly gross conversions.
These insights validated the success of the Olympics TV sponsorship and informed the strategy for upcoming TV planning.
Today’s video buys span linear TV and streaming. Discover how unified video measurement helps you build, support, and scale better campaigns.
