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Creating targeted engagement

Four Health Media were called upon to promote awareness of the Cancer Drugs Fund and its implication on funding available for the product with key prescribers and budget holders, geographically targeted at London. A bespoke integrated campaign was created, where digital advertising was shown only to oncology leads in London SHAs. 

This was further supported with traffic driving print tactics within key oncology journals targeted to London-only, and lists of recipients were matched against client targets to ensure relevance and fulfilment in the vendors’ inventory. The campaign resulted in a click-through rate of 0.5% to 1% (exceeding the industry average of 0.04%), as well as greater interaction with London SHA decision-makers.