Overview

Halozyme Therapeutics aimed to increase awareness of Xyosted, a testosterone replacement therapy for men with hypogonadism, by engaging existing prescribers and identifying new, high-potential HCPs. Partnering with Wrango, they leveraged data-driven targeting to expand beyond their initial prescriber list while maintaining precision. By analyzing prescribing behavior and patient volume, Wrango identified HCPs actively treating relevant patients, ensuring a smarter, more efficient approach to audience expansion. This strategy successfully increased reach while preserving targeting accuracy and improving cross-targeting efficiency, a challenge validated by Crossix.

3.4X

more qualified patients reached compared to baseline targeting

74%

of Target List HCPs successfully reached

1.67X

increase in HCP engagement with ads

Results

Heartbeat partnered with Wrango to expand its prescriber targeting beyond the initial Match List while ensuring newly identified HCPs actively treated high volumes of relevant patients. Using medical claims and EHR event data, Wrango identified and engaged high-value prescribers, increasing reach without compromising targeting efficiency.

The campaign expanded the prescriber base and exceeded cross-targeting multiplier benchmarks, proving the impact of precision-driven audience segmentation.

Business Challenge

While Halozyme had an established prescriber base of urologists, endocrinologists, and reproductive specialists, expanding beyond these pre-identified HCPs was essential for growth. The challenge was identifying and engaging new prescribers actively treating hypogonadism who hadn’t yet considered Xyosted, ensuring marketing spend was directed toward the most relevant and high-value audiences.

A doctor explaining to a patient the results of an exam.

Our Solution

Wrango used the client’s pre-identified Match List as a foundation to evaluate high-value HCPs based on prescribing behavior, specialty, and patient volume. By analyzing medical claims and EHR event data, Wrango identified additional prescribers treating relevant patients and strategically expanded the targeting pool.

The campaign successfully reached 74% of the target list, ensuring a balance between precision and scale. This approach drove a 3.4x increase in qualified patient reach while preserving cross-targeting efficiency, demonstrating that brands can expand intelligently without sacrificing targeting accuracy.

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Wrango gave us the ability to reach the right HCPs for Xyosted with greater precision and impact. Their data-driven strategy not only expanded our prescriber base but also provided valuable insights that refined our approach. The campaign delivered measurable growth and stronger engagement.

Mitchell Goidel

VP of Media, Heartbeat

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