The Challenge
Alzheimer’s affects an estimated 5.8 million people in the United States, and this number is expected to increase to nearly 14 million by 2050. In addition, there are approximately 16 million unpaid caregivers providing care for people with Alzheimer’s or other forms of dementia.
There is currently no cure for Alzheimer’s, and available treatments only address symptoms, not the underlying disease. Alzheimer’s also places a substantial financial burden on these patients and their families. The cost of caring for someone with Alzheimer’s can be overwhelming, especially for those without adequate insurance coverage or financial resources. In addition to the financial challenges presented by Alzheimer’s, caring for someone with Alzheimer’s can also be emotionally and physically challenging, which can lead to burnout and stress among caregivers.
This study was conducted to evaluate a potential treatment for Alzheimer’s disease. The client’s challenge was introduced by the length of their prescreener form. The digital prescreener form consisted of ~40 questions to complete, and the target audience was Alzheimer’s patients under the care of a caretaker. Our external Ad Team overcame this challenge by covering a larger quantity of qualified referrals to offset for the dropout rate in completions.
The SOLUTION
A data science approach was employed, which involved testing, targeting, and pivoting. After reviewing the IRB-approved materials, our Ad Team determined which channels would have the highest opportunity for qualified referrals to participants. These channels were tested, allowing us to conclude which channel(s) had the strongest results. Conversions were monitored in real time and adjusted to maximize response from the most qualified audience(s). An effective digital ad campaign was launched based on our results.
