Imfinzi®, an immunotherapy medication used to treat certain types of cancer, faced a growing challenge: internal competition. With multiple indications for lung cancer and more on the horizon, CMI Media Group’s segmented campaign approach resulted in overlapping targeting and the brand essentially bidding against itself. This inefficiency drained resources and limited their ability to maximize reach and impact for each indication. Their objective was to consolidate our sprawling campaign structure, reduce internal competition, improve key performance indicators (CPC and CTR), and create a more efficient system for managing multiple indications within a single, unified strategy. Through strategic and close collaboration with AstraZeneca, CMI Media Group and AstraZeneca partnered closely together to achieve this while maintaining flexibility to prioritize specific indications during key periods like data releases or FDA approvals.
CMI Media Group’s solution was an innovative "One Lung" campaign consolidation. Instead of running separate campaigns for each indication, CMI unified all ads under a single umbrella campaign. This allowed them to leverage the power of the platform’s algorithm to optimize across all indications, eliminating internal bidding wars and maximizing budget efficiency. Within the "One Lung" campaign, CMI implemented a dynamic prioritization system. This allowed them to strategically allocate resources to specific indications during crucial timeframes, ensuring maximum impact during product launches or new data releases. This approach required close collaboration with AstraZeneca to ensure alignment on prioritization strategies and real-time adjustments based on performance data. The transition from a complex, segmented structure to a streamlined, unified campaign presented its own set of challenges. Educating internal teams and the client on the benefits of this new approach was crucial. CMI Media Group also needed to develop new processes for managing and prioritizing indications within the single campaign. Through clear communication, data-driven arguments, collaborative planning, and strong client (AZ) partnership, teams successfully navigated these challenges and implemented the "One Lung" strategy.
The "One Lung" campaign dramatically exceeded expectations. Compared to the previous segmented approach, CMI Media Group achieved a remarkable 20% reduction in cost-per-click (CPC) and a staggering 62% increase in click-through rate (CTR). This translated to significant cost savings, with approximately $144,800 saved year-over-year (based on data from Jan 1 – Dec 31). The consolidated approach not only improved efficiency and performance but also simplified campaign management, freeing up resources for other strategic initiatives. The success of the "One Lung" campaign has proven the power of consolidated campaign structures for managing multiple indications, and they are now expanding this innovative approach to other areas, including Direct-to-Consumer campaigns.
This strategy has set a new standard for efficiency and performance in pharmaceutical marketing, demonstrating the impact of strategic thinking and innovative execution.
