A physician finishing a shift and turning on the TV isn't thinking about work, which is why most HCP campaigns for an infectious disease treatment never followed them there. They stayed with the channels a physician might check during the workday. Kinesso saw the empty space and used CTV to move into it.
With a solid media foundation already in place, Kinesso looked ahead to the brand's next growth phase and identified where HCPs were actually spending their attention, surfacing a gap worth closing. Physicians were streaming video content the way everyone else was, yet CTV had stayed largely absent from HCP campaigns in the category. Most media plans still treated CTV as a consumer channel and not a professional one.
Treating CTV as an HCP Channel
Kinesso brought CTV into the mix specifically to reach HCPs across more of the moments where they were already present, using it alongside the channels already driving the campaign rather than in place of them. The bet was that CTV could do something search and display couldn't: put the brand in front of physicians in a lower-pressure, higher-attention environment, at scale, across a full year of campaign activity.
4.5x More Likely to Prescribe
The results were hard to argue with. Physicians exposed to CTV at any point were 4.5 times more likely to write a prescription than those who weren't, across a study population of nearly a million data points. New patient starts rose 346% among the CTV-exposed group, translating into an additional 1.9 million prescriptions over the course of the year.
Those numbers say something about how HCPs actually behave. Physicians don't consume information in a single channel, and a media mix built only around traditional formats will miss many moments when a physician is most receptive. CTV gave the campaign a way to show up in those moments without asking the HCP to seek out the message.
What makes the result notable isn't the channel itself. CTV has been available to marketers for years. It's that Kinesso treated it as a serious HCP touchpoint rather than a consumer add-on, and built the campaign to prove out that thesis with real prescription data rather than impressions or click-through rates. Impressions and clicks tell you a campaign ran. Prescriptions tell you it worked.
Learn more about the possibilities of CTV in healthcare marketing here.
