Overview

A pharma company partnered with Colour Media to deliver educational messaging for a vaccine to qualified healthcare professionals across Canada. In a first-of-its-kind approach in the Canadian market, Wrango helped Colour Media activate deterministic, consented Canadian HCP audiences in order to ensure ads reached real, verified doctors and measure what happened after they engaged. By pairing verified, identity-based targeting with engagement-level measurement, the campaign drove sustained, meaningful interaction with the HCP site.

50,600

verified Canadian HCP specialists reached

2.4X

increase in monthly qualified HCP site visitors vs. pre-campaign period

30%

Of HCP engagement extended beyond the landing page

Results

Over the course of the campaign, the pharma company reached verified Canadian HCP specialists and drove sustained engagement with the vaccine HCP site. Monthly qualified site visitors increased, signaling a lift in meaningful doctor interaction.

Engagement extended beyond the landing page into deeper clinical and educational resources, such as at-risk information, vaccine education, FAQs, and care-planning materials, confirming active exploration rather than passive visits.

Business Challenge

Colour Media was tasked with helping a pharma company reach qualified healthcare professionals in Canada with educational messaging for a vaccine indicated for adults at high risk of exposure to a viral infection. The campaign needed to ensure media investment translated into verified reach and measurable engagement. At the same time, they had to guarantee that ads were delivered to verified doctors, not proxy audiences. The pharma company required clear visibility into post-click behavior in order to evaluate intent and understand how HCPs interacted with on-site content.

Operating within Canada’s distinct privacy and consent landscape required a compliant, purpose-built approach.

Our Solution

Wrango enabled deterministic, consented HCP targeting purpose-built for the Canadian market, allowing the campaign to reach verified doctors based on professional identity while maintaining compliance with Canada-specific privacy standards. To expand reach without compromising audience quality, the campaign incorporated a modeled lookalike HCP audience built from the deterministic seed. This approach identified net-new but clinically relevant doctors while remaining anchored to verified HCP data.

Engagement measurement was powered by Wrango’s universal pixel and 10-second engagement tracking, providing insight into time spent on site, page-level interaction, device usage, province-level engagement, and time-of-day activity. This ensured Colour Media and the pharma company could evaluate not just who was reached, but how doctors engaged with the vaccine content.

Wrango helped us deliver a compliant, data-driven HCP campaign in Canada with confidence. We knew the message was reaching verified healthcare professionals, and we could clearly see how they engaged with the campaign site.

Randy Newman

Chief Executive Officer, Colour Media

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