Case Study
The Challenge
Positrigo, a Swiss MedTech company, set out to bring BrainPET Accelerator to the US, a fully managed, in-office brain PET program built around its purpose-designed NeuroLF® scanner.
With an estimated 9 million US adults carrying amyloid plaque and a new generation of anti-amyloid disease-modifying therapies now FDA-approved and covered, demand for confirmation imaging is surging.
Positrigo was just beginning to commercialize in the US, with a single sales representative,
facing a market of roughly 25,000 board-certified neurologists.
They needed to know where to point their limited commercial firepower, which of those thousands of practices were qualified and high-intent to bring brain PET in-house.
The Approach
Signal-Based Targeting
Rather than treat 25,000 neurologists as one undifferentiated TAM, we built a signal-based targeting engine that scored and prioritized neurology centers.
Some of the data sources we used were the NPPES provider registry,
affiliation data, and CMS Medicare claims.
The Launch
We executed the outreach across LinkedIn and Email, optimized live
as the market responded.
Running both channels at once meant that when one couldn’t reach a target,
the other often could, critical in an audience this hard to access.
On top of the direct outbound, we ran thought-leadership and lead-generation ads on LinkedIn to capture demand straight from the platform.
Live Calibration
Lead neurologists were the hardest decision makers to reach, so we adjusted our targeting beyond the prescriber. We entered practices through junior neurologists, and went straight to practice leadership.
Given the low connection-acceptance rate, we leaned on InMail, which turned out to be one of the biggest breakthroughs of the campaign.
The Results
The signal-based engine we built, ran, and calibrated delivered: