May 13, 2026
When a patient is diagnosed with transthyretin amyloid cardiomyopathy (ATTR-CM), the news lands hard. It's a rare, progressive cardiovascular disease in which misfolded proteins accumulate in the heart, steadily eroding its ability to function. For years, treatment options were limited. Then came a novel therapy with the potential to change the trajectory of the disease for patients who needed a new path forward.
Getting that therapy into the hands—and consideration—of the right patients required a smart launch. That's where Evolvics came in.
A Launch With High Stakes and a Bold Vision
The manufacturer’s goals were ambitious but clear: build awareness of the therapy, reach the healthcare consumers most likely to benefit, and ultimately influence treatment initiation.
Evolvics knew the campaign couldn't rely on a single channel. Patients living with a rare disease like ATTR-CM don't congregate in one place. They're scattered across platforms, consuming media in different ways, at different times. Reaching them meaningfully meant thinking in layers.
The team partnered with DeepIntent to power activation across three channels: Connected TV (CTV), Online Video (OLV), and Display. At the creative center of the campaign was a high-impact asset featuring a well known public figure, whose voice and presence gave the brand a sense of gravitas that matched the seriousness of the condition and the promise of the therapy.
The Power of More Than One Screen
The campaign hypothesis was simple but consequential: patients exposed to messaging across multiple channels would be more likely to start treatment than those who saw it on only one. What the data revealed exceeded expectations.
When DeepIntent tracked New Patient Starts (NPS), the clearest signal of real-world campaign impact, the results told a compelling story about the compounding power of channel combinations. Even two-channel combinations delivered meaningful lift, with dual-channel exposure driving up to 5x the NPS rate compared with single-channel touchpoints alone.
But the most telling result came when all three channels worked in concert.
When CTV, Display, and Online Video were activated together, performance peaked dramatically, delivering a 36x lift in New Patient Starts versus single-channel exposure. Not a modest bump or a directional signal—a transformation in outcomes that speaks to what happens when full-funnel media strategy is executed with precision.
Why It Worked
The results reflected deliberate thinking about how patients move through awareness and decision-making. CTV reached patients in their living rooms during high-attention viewing moments. OLV reinforced the message with visual storytelling across digital environments. Display provided persistent, ambient reminders that kept the brand in view throughout the day.
No single channel carries the full weight of a treatment decision. But together, these touchpoints created a cumulative impression, a sense of familiarity and trust, that translated into real-world outcomes.
The campaign also benefited from the kind of analytics infrastructure that allows real-time optimization. DeepIntent Outcomes™ provided daily performance visibility aligned with third-party reporting, giving Evolvics and the drug manufacturer the transparency and confidence to know what was working (and to double down on it). Rather than waiting for an end-of-flight report, the team could see the signals as they emerged and respond accordingly.
A Model for Rare Disease Marketing
This launch offers a playbook that extends well beyond this single campaign. For rare disease brands, where patient populations are small and the cost of a missed connection is high, multi-channel activation is a necessity.
The lesson from this case is both intuitive and backed by data: patients need to encounter a message more than once, across more than one context, before it moves them to act. A single impression, however well-crafted, rarely closes that loop. But when creative, targeting, and channel strategy align, the compounding effect can be extraordinary.
For Evolvics, this campaign represents what healthcare media done right looks like. Agency expertise, the right technology partner, and a bold creative vision converge to deliver outcomes that matter.
