2025 SSCG/Amgen �Brand Planning RFI
Presented by
Equals 5
Chris Colella
Presented to
SSCG
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Optimize your marketing funnel and NPI target lists with Equals 5 proprietary scoring algorithm
Avg. Target
List Reach:
68%
Avg. List
Match:
87%
Avg. CTR:
0.45%
EQUALS 5 SIGNALS™
Engagement
Scoring Key
Impressions
Clicks
Video Plays
ChatBot
Opt-In
Total Engagement
Score by HCP
182.1
NPI# 122656
Website Visit
+1
+2
+10
+20
+50
+100
Doctors are People Too!
All-in-one healthcare marketing platform that will help you reach physicians where they spend most of their time — on Social Media.
Precise Targeting
Reach only the doctors on your target lists, maximizing the match rate against all networks and channels.
Measurement and Reporting
Receive the NPI data you need to power your personalized marketing and omni-channel engagement strategy.
All-in-One Media Buying Engine
Build custom audiences by NPI and activate across any non-endemic social media channel of your choice.
+10
Equals 5
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How Clients Are Using Equals 5
Brand Awareness
KPI: Identified Site Visits
Reach: 63% of Targets
CTR: 0.65%
Avg. 3x More Time Spent �on Website
Rep Activation
KPI: Sales Leads
Reach: 1,733 (53%)
Clicks w/NPI: 628
Rep Calls: 65
Event Promotion
KPI: Non-Registrants
Reach: 21,028 (62%)
Clicks w/NPI: 1,025
Registrations: 124
Rare Disease
KPI: Engagement with Chatbot
Reach: 29,802 (48%)
Total Chatbot Visits: 2,685
Completed Conversations: 218
Next Best Action:
Retargeting
Next Best Action:
Rep outreach, email
Next Best Action:
Rep outreach, retargeting
Next Best Action:
Rep outreach, retargeting
6-month campaign
3-month campaign
3-month campaign
2-month campaign
See additional case studies at the end of the presentation
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Capability: �Social & Programmatic Reach
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Equals 5
your journey to reach physicians
Audiences and Channels
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equals5.com
Audiences
Specialty Group | Total All | Reach % | Equals 5 Reach |
Allergy & Immunology | 5,057 | 77.08% | 3,820 |
Anesthesiology | 51,020 | 79.38% | 39,687 |
Cardiology | 34,397 | 78.63% | 27,125 |
Dermatology | 15,245 | 78.56% | 12,209 |
Endocrinology | 8,124 | 75.82% | 6,259 |
Neurology | 22,498 | 80.56% | 17,073 |
Obstetrics & Gynecology | 49,144 | 78.40% | 39,646 |
Oncology-Cancer | 20,373 | 78.43% | 15,880 |
Ophthalmology | 20,763 | 77.94% | 15,518 |
Otolaryngology | 11,854 | 79.27% | 9,500 |
Pathology | 21,494 | 78.53% | 16,597 |
Pediatrics | 88,340 | 79.02% | 66,744 |
Psychiatry | 53,927 | 80.90% | 43,686 |
Radiology | 47,483 | 78.73% | 38,857 |
Urology | 11,892 | 82.44% | 9,978 |
Equals 5 NPI Reach: 2.2 million HCPs
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Channels
Social Networks | HCP Avg. Match Rate | Avg. Time on Site Daily | Creative Assets | NPI-Level Targeting | NPI-Level Reporting |
78% | 33 min | Static images, video | Yes | Yes Exclusive for EQ5 | |
78% | 53 min | Static images, video | Yes | Yes Exclusive for EQ5 | |
46% | 8 min | Static images | Yes | Partial Through EQ5 Pixel | |
X | 33% | 35 min | Static images, video | Yes | Partial Through EQ5 Pixel |
Quora | 38% | 9 min | Static images | Yes | Partial Through EQ5 Pixel |
45% | 24 min | Static images | Yes | Partial Through EQ5 Pixel | |
41% | 14 min | Static images | Yes | Partial Through EQ5 Pixel |
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Channels
Programmatic Networks | HCP Avg. �Match Rate | Avg. Time on Site Daily | Creative �Assets | NPI-Level Targeting | NPI-Level Reporting |
Programmatic Display | 87% | 20-60 min | Static images | Yes | Partial Through EQ5 Pixel |
Programmatic Newsletter Ads | 84% | 180 min | Static images | Yes | Partial Through EQ5 Pixel |
Connected TV | 63% | 40 min | Static images | Yes | Partial Through EQ5 Pixel |
Geofencing | 87% | 180 min | Video | Yes | Partial Through EQ5 Pixel |
Amazon | 56% | 40 min | Static images | Yes | Partial Through EQ5 Pixel |
Yahoo | 57% | 27 min | Video | Yes | Partial Through EQ5 Pixel |
Microsoft Display | 28% | 30 min | Static images, video | Yes | Partial Through EQ5 Pixel |
Microsoft Search | 28% | 12 min | Static images, video | Yes | Partial Through EQ5 Pixel |
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Specifications
Networks | Ability to provide NPI-Level data by �NPI number | Ability to provide data for all HCPs who engaged, or only matched targets | Level of detail available in reporting | Ability to provide data by date and time of exposure/ engagement | Ability to provide exposure/ engagement data at �the creative level | Ability to provide data at the creative level by date and time of exposure/ engagement | Frequency of data passback |
Yes | Matched Targets | Click | By date and time | Yes | By date and time | Daily, Weekly, Monthly, at End of Term | |
Yes | Matched Targets | Impression | By date | Yes | By date | Daily, Weekly, Monthly, at End of Term | |
Yes | N/A | N/A | N/A | N/A | N/A | N/A | |
X | Yes | N/A | N/A | N/A | N/A | N/A | N/A |
Quora | Yes | N/A | N/A | N/A | N/A | N/A | N/A |
Yes | N/A | N/A | N/A | N/A | N/A | N/A | |
Yes | N/A | N/A | N/A | N/A | N/A | N/A |
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Specifications
Networks | Ability to provide NPI-Level data by �NPI number | Ability to provide data for all HCPs who engaged, or only matched targets | Level of detail available in reporting | Ability to provide data by date and time of exposure/ engagement | Ability to provide exposure/ engagement data at �the creative level | Ability to provide data at the creative level by date and time of exposure/ engagement | Frequency of data passback |
Programmatic Display (Run of Network) | Yes | Matched Targets | N/A | By date and time | N/A | N/A | Daily, Weekly, Monthly, at End of Term |
Programmatic Newsletter Ads (Email 2.0) | Yes | Matched Targets | N/A | By date and time | N/A | N/A | Daily, Weekly, Monthly, at End of Term |
Connected TV (CTV) | No | Matched Targets | N/A | By date and time | N/A | N/A | Daily, Weekly, Monthly, at End of Term |
Geofencing (GEO) | No | N/A | N/A | N/A | N/A | N/A | N/A |
Amazon | No | N/A | N/A | N/A | N/A | N/A | N/A |
Yahoo | No | N/A | N/A | N/A | N/A | N/A | N/A |
Microsoft | No | N/A | N/A | N/A | N/A | N/A | N/A |
Rare Medical Network | Yes | Matched Targets | Visits | By date | Yes | By date | Daily, Weekly, Monthly, at End of Term |
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78%
~33 min
Static Images
CPM/CPC
Impression/Click
Daily, Weekly, Monthly,
at End of Term
Text + Image (1200х628 and 1080х1080)
300х250
NPI-Level Reporting
NPI-Level Targeting
Video
Сarousel Ads
Strategies:
Brand awareness
Coverage & reimbursement messages
Disease education
Brand alerts
Patient types
Get in the Facebook feed of your target list physicians.
Equals 5 precisely targets HCPs by NPI and delivers user-level reporting on all social media engagements — an Equals 5 exclusive!
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Equals 5 precisely targets HCPs by NPI and delivers user-level reporting on all engagements — an Equals 5 exclusive!
78%
~53 min
CPM/CPC
Impression/Click
Daily, Weekly, Monthly,
at End of Term
Text + Image (1200х628 and 1080х1080)
300х250
NPI-Level Reporting
NPI-Level Targeting
Strategies:
Brand awareness
Coverage & reimbursement messages
Disease education
Brand alerts
Patient types
Reach verified physicians on Instagram.
Static Images
Video
Сarousel Ads
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Х
X Ads complement your omnichannel strategy by
reaching the HCPs on your list who are active on X.
33%
~35 min
CPM/CPC
Impression/Click
N/A
Text + Image (1200х628 and 1080х1080)
300х250
NPI-Level Targeting
Equals 5 provides NPI-level targeting on X.
Strategies:
Brand awareness
Disease education
Brand alerts
Static Images
Video
Сarousel Ads
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LinkedIn is an ideal channel to reach HCPs in a personal/professional environment.
72%
~8 min
CPM/CPC
Impression/Click
N/A
Text + Image (1200х628 and 1080х1080)
300х250
NPI-Level Targeting
Strategies:
Unbranded disease education
Corporate communications targeted to HCPs
Equals 5 provides NPI-level targeting on LinkedIn.
Study results
Static Images
Video
Сarousel Ads
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Pinterest Ads complement your omnichannel strategy by reaching the HCPs on your list who are active on Pinterest.
41%
~14 min
CPM/CPC
Impression/Click
N/A
Text + Image (1200х628 and 1080х1080)
300х250
Strategies:
Brand awareness
Coverage & reimbursement messages
Disease education
Brand alerts
Patient types
Equals 5 provides NPI-level targeting on Pinterest.
NPI-Level Targeting
Static Images
Video
Сarousel Ads
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Quora
Quora Ads complement your omnichannel strategy by reaching �the HCPs on your list who are active on Quora.
38%
~9 min
CPM/CPC
Impression/Click
N/A
Text + Image (1200х628 and 1080х1080)
300х250
Strategies:
Brand awareness
Coverage & reimbursement messages
Disease education
Brand alerts
Patient types
Equals 5 provides NPI-level targeting on Quora.
NPI-Level Targeting
Static Images
Video
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Reddit Ads complement your omnichannel strategy by reaching �the HCPs on your list who are active on Reddit.
45%
~24 min
CPM/CPC
Impression/Click
N/A
Text + Image (1200х628 and 1080х1080)
300х250
Strategies:
Brand awareness
Coverage & reimbursement messages
Disease education
Brand alerts
Patient types
Equals 5 provides NPI-level targeting on Reddit.
NPI-Level Targeting
Static Images
Video
Сarousel Ads
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Programmatic Newsletter Ads
Equals 5 targets physicians by NPI and delivers ads within newsletter subscriptions of thousands of publishers.
84%
~180 min
Static Images
CPM/CPC
Impression/Click
Daily, Weekly, Monthly,
at End of Term
300×250, 970x250, 970x550, 728×90 160×600 & 300×600
NPI-Level Reporting
NPI-Level Targeting
Strategies:
Brand awareness
Coverage & reimbursement messages
Disease education
Brand alerts
Patient types
Reach physicians in a highly engaging channel, email.
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Amazon
56%
~40 min
CPM/CPC
Impression/Click
Daily, Weekly, Monthly,
at End of Term
300 x 250, 728 x 90, 160 x 600, 300 x 600
Strategies:
Brand awareness
Coverage & reimbursement messages
Disease education
Brand alerts
Patient types
Equals 5 provides NPI-level targeting on Amazon.
Video
NPI-Level Targeting
Amazon is one of the biggest marketplaces and provides
high reach and engagement.
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Yahoo
Yahoo Ads complement your omnichannel strategy by reaching�the HCPs on your list who are active on Yahoo.
57%
~27 min
CPM/CPC
Impression/Click
N/A
Text + Image (1200х628 and 1080х1080)
300х250
Strategies:
Brand awareness
Coverage & reimbursement messages
Disease education
Brand alerts
Patient types
Equals 5 provides NPI-level targeting on Yahoo.
NPI-Level Targeting
Static Images
Video
Сarousel Ads
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TikTok
57%
~27 min
CPM/CPC
Impression/Click
N/A
Text + Image (1200х628 and 1080х1080)
300х250
Strategies:
Brand awareness
Coverage & reimbursement messages
Disease education
Brand alerts
Patient types
Equals 5 provides NPI-level targeting on Yahoo.
NPI-Level Targeting
Static Images
Video
Сarousel Ads
TikTok Ads complement your omnichannel strategy by reaching �the HCPs on your list who are active on TikTok.
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Connected TV
Connected TV advertising allows healthcare marketers
to reach healthcare providers directly via video streaming �bypassing traditional TV providers.
63%
~44 min
CPM/CPC
Impression/Click
Daily, Weekly, Monthly,
at End of Term
MP4 1920 x 1080,
1920 x 1080/1280 x 720 (16:9)
NPI-Level Reporting
NPI-Level Targeting
Video
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Microsoft Display
Reach HCPs by NPI on Microsoft Display Advertising and deliver into quality media in a brand-safe, highly viewable environment.
Tap into your audiences through Microsoft’s properties, including Xbox, Microsoft Start, MSN, Microsoft Edge, and Outlook.com.
28%
~30 min
CPM/CPC
Impression/Click
N/A
970x250, 300x250, 728x90, 300x600 160x600, 300x50, 320x50
NPI-Level Targeting
Static Images
Video
Сarousel Ads
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Microsoft Search
Equals 5 can run search network campaigns (text and dynamic ads) to HCPs. Microsoft Ads provides capabilities of using location targeting, links, images, applications, reviews, and call extensions. The partner network includes Bing and AOL.
28%
~12min
CPM/CPC
Impression/Click
N/A
Text Ads
NPI-Level Reporting
NPI-Level Targeting
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Geofencing
Equals 5 provides location-based NPI-level targeting to HCP devices. This channel is ideal for account-based marketing strategies.
87%
~180 min
CPM/CPC
Impression/Click
N/A
300х250
NPI-Level Targeting
Static Images
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Location:
Physician Office
1 / Co-Pay Cards
2 / Patient Material
Location:
Conference
1 / Booth Drivers
2 / Event Invites
Action:
Out of Office
1 / Webcast
2 / KOL Videos
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Capability: �Content Marketing
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What’s Your Rare IQ?
78%
~15min
Video
CPC/CPM
Click/Impression
Daily, Weekly, Monthly,
at End of Term
970x250, 300x250, 728x90, 300x600, 160x600, 300x50, 320x50
NPI-Level Reporting
NPI-Level Targeting
Static Images
Сarousel Ads
Content Marketing: Test the knowledge of physicians while educating them on rare diseases.
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5 Facts on Rare Disease
78%
~15min
Video
CPC/CPM
Click/Impression
Daily, Weekly, Monthly,
at End of Term
970x250, 300x250, 728x90, 300x600, 160x600, 300x50, 320x50
NPI-Level Reporting
NPI-Level Targeting
Static Images
Сarousel Ads
Content Marketing: Short and to-the-point facts about each rare disease.
Sponsored Banner Ads
Sponsored Banner Ads
Sponsored Banner Ads
Sponsored Spotlight on Disease
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Rare Mystery
78%
~15min
Video
CPC/CPM
Click/Impression
Daily, Weekly, Monthly,
at End of Term
970x250, 300x250, 728x90, 300x600, 160x600, 300x50, 320x50
NPI-Level Reporting
NPI-Level Targeting
Static Images
Сarousel Ads
Content Marketing: Diagnostic challenges with
intriguing videos highlighting signs and symptoms
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Spotlight On Rare Disease
78%
~15min
Video
CPC/CPM
Click/Impression
Daily, Weekly, Monthly,
at End of Term
970x250, 300x250, 728x90, 300x600, 160x600, 300x50, 320x50
NPI-Level Reporting
NPI-Level Targeting
Static Images
Сarousel Ads
Content Marketing: Diagnostic challenges with
intriguing videos highlighting signs and symptoms.
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Privacy and CCPA Compliance
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Case Studies
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Branded HCP Social Media Campaign Recruiting Immunologists to View KOL Video Series on HAE
KPI: Website Video Engagement
Situation: Pharma manufacturer is marketing a branded pharmaceutical product for the treatment of hereditary angioedema (HAE) and has new information to share with its HCP audience.
Goal: Educate Immunologists on the challenges of HAE with normal C1-INH (HAE-nI-C1INH).
Solution: Precisely reach the target list of immunologists on social media with a series of ads highlighting the three different video segments featuring key opinion leader HCP.
Creative: Equals 5 created 6 ad sets optimized for social media infeed placements and audience network banner placements to prompt HCPs to click to view KOL videos.
63% of targets
Client target list: 2,585
Equals 5 match: 2,317 (90%)
Highest performing ad had a CTR of 0.86%
596 Immunologists
clicked social media ads and
visited website with KOL videos
Equals 5 delivered HCP traffic to a deep link on brand website and provided physician-level data on session visits
NPI: National Provider Identifier - issued by the U.S. government to registered HCPs.
Definitions: Reach means the HCP saw the ad at least 1 time in the campaign.
Benchmark: Avg. CTR for Pharma Social Ads is 0.45%
Equals 5 traffic had the most HCPs who
watched more than 50% of the video
Equals 5 NPI Audience Resolution Tool installed on domain
471
Total Video Views
>5 hours
Total Video Play Time
89 HCPs
Viewed +1 video
NPI Reach
NPI Reporting
6-month campaign
Program results
NPI
Confidential
Unbranded Social Media Campaign
Recruiting Pulmonologists to Branded
Videos on PAH Featuring KOLs
KPI: Website Video Engagement
Situation: Pharma manufacturer is marketing a branded pharmaceutical product for the treatment of pulmonary arterial hypertension (PAH) and has new data to share.
Goal: Educate Pulmonologists on the meaningful improvements demonstrated in the FREEDOM-EV trial. Client provided videos featuring 4 KOL's experience with brand.
Solution: Precisely reach the target list of pulmonologists on social media with ads highlighting the topics presented by each �of the KOLs.
Creative: Equals 5 created 4 ad sets optimized for social media infeed placements to peak HCPs to click the KOL video to learn more.
69% of targets
Client target list: 2,266
Equals 5 match: 1,961
Highest performing ad had a CTR of 0.86%
191 Pulmonologists
clicked social media ads and
visited website with KOL videos
Equals 5 delivered HCP traffic to a deep link on brand website and provided physician-level data on session visits
NPI: National Provider Identifier - issued by the U.S. government to registered HCPs.
Definitions: Reach means the HCP saw the ad at least 1 time in the campaign.
Benchmark: Avg. CTR for Pharma Social Ads is 0.45%
Equals 5 traffic had the most HCPs who
watched more than 50% of the video
Equals 5 NPI Audience Resolution Tool installed on domain
130
Total Video Views
65 min
Total Video Play Time
49 HCPs
Viewed +1 video
NPI Reach
NPI Reporting
3-month campaign
Program results
NPI
Confidential
Disease State HCP Social Media
Campaign Recruiting Pulmonologists
to a Live National Broadcast
KPI: Event Registrations
Situation: Pharma manufacturer is providing unbranded education on pulmonary arterial hypertension (PAH) to physicians who treat
patients with this rare disease.
Goal: Invite pulmonologists and PAH treaters to a live national broadcast on The Echo in PAH presented by PAH experts Drs. Anjali Vaidya and John Ryan.
Solution: Precisely reach the target list of pulmonologists on social media with ads highlighting the Live National Broadcast topic and speakers.
Creative: Equals 5 developed 3 sets of ads to recruit HCPs to register for Live National Broadcast and access downloadable PDF.
72% of targets
Client target list: 5,561
Equals 5 match: 4,739
Highest performing ad had a CTR of 0.86%
468 Pulmonologists
visited event registration website
Equals 5 delivered HCP traffic to event registration website and
provided physician-level data on session visits
NPI: National Provider Identifier - issued by the U.S. government to registered HCPs.
Definitions: Reach means the HCP saw the ad at least 1 time in the campaign.
Benchmark: Avg. CTR for Pharma Social Ads is 0.45%
Equals 5 traffic had the most HCPs who
watched more than 50% of the video
Equals 5 NPI Audience Resolution Tool installed on domain
57
Registrations
43
Downloads
27
On Demand Views
NPI Reach
NPI Reporting
3-month campaign
Program results
NPI
Confidential
Unbranded Social Media Campaign
Recruiting Oncologists to a Branded
eDetail for Prostate Cancer
KPI: eDetail Engagements
Situation: Pharma manufacturer is marketing a branded pharmaceutical product for the treatment of non-metastatic castration-resistant prostate cancer (nmCRPC).
Goal: Generate engagement of the client’s target list of Oncology specialists to view a new eDetail microsite to deliver timely information and provide access to meet with a pharma sales rep.
Solution: Reach the target list of oncologists on highly active social media platforms with effective ads to drive quality traffic to eDetail microsite.
Creative: The client provided 2 creative text and image ads per month of the campaign.
69% of audience
Client target list: 4,739
Equals 5 match: 3,432
Highest performing ad had a CTR of 0.86%
508 Oncologists
clicked social media ads to access �an eDetail landing page
Equals 5 delivered HCP traffic to a custom program landing page and provided physician-level data on session visits
NPI: National Provider Identifier - issued by the U.S. government to registered HCPs.
Definitions: Reach means the HCP saw the ad at least 1 time in the campaign.
Benchmark: Avg. CTR for Pharma Social Ads is 0.45%
18% of the traffic was HCPs that were not previously called on by reps
Equals 5 NPI Audience Resolution Tool installed on domain
478
eDetail Engagements
NPI Reach
NPI Reporting
9-month campaign
Program results
NPI
Confidential
Seeking physicians who may be seeing patients with a rare disease
KPI: Physician Awareness and Patient Identification
Pharma manufacturer is launching a first-to- market targeted treatment for APDS, an ultra rare primary immunodeficiency disease.
Program Objective
Find HCPs who may have APDS patients in their practice.
Content Strategy
Generate awareness and educate key physician specialties with intriguing third-party disease content in multiple formats, including polling questions, disease facts, videos, patient profiles, and infographics.
Media Solution
Target Audience Specialty Groups: Allergy/Immunology, Hematology, Pulmonology, and Gastroenterology (59,043)
NPI Targeting
NPI Reporting
Program results
NPI: National Provider Identifier - issued by the U.S. government to registered HCPs.
Definitions: Reach means the HCP saw the ad at least 1 time in the campaign.
Benchmark: Avg. CTR for Pharma Social Ads is 0.45%
36,741
Physicians
Reached
934
APDS Polling Responders
1,694
HCPs Viewed KOL Video
7,121
High Value�HCP Leads
76
Genetic Tests Ordered
23,911,677�Total Impressions
7
Patients Tested Positive for APDS
12-month campaign
Reach HCPs across 9 social media and non-endemic networks with precise NPI-level targeting.
Equals 5 NPI Audience Resolution Tool installed on domain
NPI
14,427�Total Clicks
4:1�ROI Generated
Confidential
Thank You
from Equals 5
Contact Us:
All-In-One Pharma Marketing Platform to Reach Healthcare Professionals
equals5.com
(201) 305-0150
5 Pennsylvania Plaza, 23 Floor
New York, NY 10001
Book a Meeting
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