For Customers
VERTICALS
COMPANY
SOLUTIONS
PARTNERSHIPS
POLICIES
Duchesnay Pharmaceutical Group Leverages IQM’s Healthcare Capabilities to Break Down Barriers to Entry for New Treatment Option
April 7, 2025 | 4 min read
Duchesnay Pharmaceutical Group recently introduced Osphena, a unique type of drug used to treat moderate to severe vaginal dryness and painful intercourse due to menopause. Though several treatments for these symptoms already existed, Osphena had a unique offering, being the only oral, non-hormonal treatment available.
The Challenge
Duchesnay Pharmaceutical Group was entering a market that included well-established competitors and they wanted to drive awareness of the drug, as well as traffic to their copay program. One of the biggest challenges the brand faced was the fact that Osphena was offered in pill form, which can feel counterintuitive to consumers who are used to treating vaginal health issues with topical solutions. Additionally, given there are already competitors in the space, they likely have stronger payer contracts or rebates, making it difficult for patients to afford a switch to a new drug.
The Approach
Duchesnay Pharmaceutical Group not only wanted to create awareness of Osphena’s release and its differentiators, but it also wanted to encourage usage of their copay program, showcasing how easy and affordable it can be for patients who make the switch.
IQM delivered a highly targeted programmatic campaign centered around a two-pronged audience approach:
Condition Targeting
Duchesnay leveraged IQM’s relationships with leading healthcare data providers to develop segments of patients who are likely to be experiencing menopause.
Contextual Audiences
IQM’s proprietary contextual audience-building capability enabled Duchesnay to identify Menopause-aged women suffering from relevant symptoms through keywords like “vaginal dryness,” “painful intercourse” and “vulvar atrophy.”
The campaign ran native and display ads across desktop, mobile and tablet and encouraged click-throughs to the Osphena brand website, as well as the landing page of the copay program where patients could download savings cards or sign up for at-home delivery for an affordable cost. To maximize CTR, IQM also employed a “low-click-through blocklist” to prioritize publishers with higher engagement metrics.
The Outcome
IQM’s precise and efficient targeting resulted in significant improvements in site metrics compared to pre-campaign periods. In fact, IQM increased site sessions by 7.3%, with an 85% increase in average time per session. Additionally Osphena saw a 30% increase in key session events, such as material downloads.
While introducing a different type of treatment into an established market is a long-term process, the success of this campaign laid the groundwork for overcoming key barriers to entry as a critical first step. Going forward, Duchesnay can focus on the next phase of driving prescription growth with appropriate patients for Osphena.
❝ Driving relevant patients to our copay program for savings played a crucial role in increasing consideration for our oral drug. The success of this campaign has enabled us to shift our focus toward prescription growth in the future.❞
– Caroline Seay, Duchesnay Pharmaceutical Group
BOXED WARNING
Common side effects of Osphena® include hot flush vaginal discharge, muscle spasms, hyperhidrosis, night sweats, headache and vaginal hemorrhage
*WARNING: ENDOMETRIAL CANCER and CARDIOVASCULAR DISORDERS
See full Prescribing Information for complete Boxed Warning
Osphena® works like estrogen in the lining of the uterus (endometrium), but can work differently in other parts of the body. Taking estrogen alone or Osphena® may increase your chance for getting cancer of the lining of the uterus. Vaginal bleeding after menopause may be a warning sign of cancer of the lining of the uterus. Your healthcare provider should check any unusual vaginal bleeding to find out the cause, so tell him or her right away if this happens while you are using Osphena®. Osphena® may increase your chances of having a stroke or blood clots. You and your healthcare provider should talk regularly about whether you still need treatment with Osphena®.
Osphena® may increase your chances of having a stroke or blood clots. You and your healthcare provider should talk regularly about whether you still need treatment with Osphena®.
Reach Physicians and Consumers
