TI Health: Positively impacts patient outcomes through precision targeting

Founded in 2010, TI Health is driving $24 million in lifetime patient value targeting MDS and NP’S on personal devices at their primary practice location. The company's patent pending MOSEE ™ and ROOMrx™ platform technology and data science allow them to engage HCPs and Consumers at specific locations of importance to a therapy or medical device.

TI Health's programs and products serve digital advertising across multiple devices and supply types, reaching an intended recipient when they are organically browsing brand safe content on the web or in-app.

The company aims to reach healthcare professionals and consumers before a treatment decision is made. It focuses on early signal and event targeting using diagnostic data, diagnosis, distribution, claims and formulary market access information.

"TI Health's programs and products serve digital advertising across multiple devices and supply types, reaching an intended recipient when they are organically browsing brand safe content on the web or in-app."

TI Health Delivers 158 to 1 ROI for an Oncology Brand

TI Health looks to engage HCPs at low and no-see accounts where reps have been shut out, to deliver efficacy and awareness messaging and supports a manufacturer entering a crowded marketplace for Multiple Myeloma, to ultimately influence treatment decisions. TI Health’s MOSEE™ product engages specific specialty providers at low and no see accounts. TI Health mapped an audience of Hematology and Oncology providers as well as other specialty physicians and Nurse Practitioners to the client-supplied list of prioritized accounts. TI Health brought a mix of specialties to the program based on prior diagnosis and prescribing history.

How did the company do this? Digital mobile and tablet banner display media was utilized to message providers on their personal handheld and mobile devices, only when those providers were at the point of care. Mobile media targeted the NPI verified physicians during specific office hours only when providers were consuming content outside of traditional medical journal or EMR platforms through mobile web or in-app brand-safe channels (ie, Non-Endemic Placements like Wired, Science, ESPN, Wall Street Journal.) The delivery period was 6 months, ending in October of 2020.

Measurement was Stratified Sampling – the Test and Control groups were sampled considering similar behavior in Specialty, Geography, market, and brand activity. The Test group was 8,924 and the Control group was 2,283.

Test and Control groups were evaluated as groups for the post-period brand activity. The test and control groups were sampled for similar behavior and the analysis was done groupwise and not 1-1 test to control matching. For the post-period analysis, the post-period brand average of the Test Group was compared with the post-period brand average of the Control Group utilizing an ANCOVA model.

TI Health drove 197 new to brand patients to the 8,924. Test physicians over the six-month promotional period. The lifetime patient value supplied by the manufacturer was $120,000 per patient or $23,730,632 total. The most material growth in NBRX came from outside of the core “loyalist” Oncology and Hematology specialty, where other specialties accounted for a 6% increase with Nurse Practitioners, Family Practitioners, Internal Medicine, Family Medicine, and Critical Care Medicine proving to be extremely valuable targets for the brand to focus on more heavily.

About the Leader

Erin DeRuggiero, Chief Executive Officer

Ms. DeRuggiero is the Chief Executive Officer at TI Health, where she also sits on the board of directors. Erin brings more than fifteen years of digital advertising and healthcare experience to TI Health, where she has worked extensively with leading pharmaceutical manufacturers and agencies to create palpable, positive impact across hundreds of brands.

Prior to TI Health, Ms. DeRuggiero co-founded SRAX, up-listing to NASDAQ two years later in 2012. Erin served as SRAX’s Chief Innovations Officer until the acquisition of the healthcare unit she pioneered in August 2018. Prior to launching SRAX, Ms. DeRuggiero served as Vice President of Innovation & Digital Strategy for the Lime Ad Network, a subsidiary of Gaiam, Inc, where she spearheaded strategic digital partnerships and publisher acquisition. Ms. DeRuggiero also served as the Chief Revenue Officer for JGG Consulting, a successful sales and new business development consultancy she founded. Erin graduated from Macalester College in St Paul, MN.

What is MOSEE™?

TI Health delivers MOSEE™ Event Triggered Mobile Ad Targeting to HCP devices at Community and POC locations.

-Mobile practice / office location targeting based on one of (4) event trigger options

-Client can supply data sets (ex. EMR/EHR “Smart” alerts) if available for a custom deployment

-Example: Top practice office/practice locations treating Type II (client can supply own list of accounts or alerts on newly diagnosed by HCP if available/preferred)

Its benefits include:

- MOSEE™ is Mobile First!

-80% of all HCPs are on their personal devices at work

-A/B Creative Testing is Available

-HCP Device Filtering uses a dynamic, tiered, cellular radius

-100% HCP gated targeting is by Specialty & Locations where market events are taking place

-Monthly impressions and clicks by location / facility ID are shared

-Measurable ROI is tied to script lift behavior of targeted physicians.

"The company's patent pending MOSEE ™ and ROOMrx™ platform technology and data science allow them to engage HCPs and Consumers at specific locations of importance to a therapy or medical device."