Blueprint and Klick Deliver 8.4x Higher Audience Quality for a Rare Disease Brand

June 18, 2026 · Jeremy Mittler

Rare disease marketing leaves very little room for wasted media.

When the patient population is small, every impression matters more. A broad audience can look good on paper, but if it is not meaningfully concentrated with verified patients, the campaign quickly becomes inefficient. The challenge is not simply reaching people who might be relevant. It is reaching the right population with enough precision to make the media investment work.

That is why audience quality matters so much in rare disease.

The test

Klick Health understood this challenge and designed a head-to-head comparison for a specialty pharma client's rare disease brand. As the world's largest independent healthcare agency and a leader in rare disease marketing, Klick was not looking for another generic audience solution. They were looking for an approach that could perform against a difficult, low-prevalence patient population.

The test was simple and fair. Three diagnosis-based audience providers were deployed against the same rare disease brand, on the same DSP, during the same campaign flight. Budgets were split evenly across all three. Blueprint was the new entrant. The other two were established incumbents.

The result

Performance was measured through DeepIntent Outcomes, using verified patient signal as the standard. This was not a measure of scale or reach. It was a measure of how concentrated each audience was with actual patients, and how efficiently each provider delivered them.

Blueprint delivered 8.4x higher Audience Quality than the next best provider, at 4.3x lower cost per verified patient.

Why Blueprint outperformed

Blueprint audiences are built on diagnosis, not inference. Rather than predicting who might have a condition, Blueprint identifies cohorts of diagnosed patients directly from de-identified claims data using a method called Evidence-Based Cohorting.

This matters in three ways:

Precision. Because the audience starts from observed diagnoses rather than a predictive model, it is concentrated with real patients from the outset. There is no dilution from probabilistic guessing.

Efficiency. Higher concentration of verified patients means less wasted media. Every impression is more likely to reach someone the brand actually wants to reach.

Privacy. Evidence-Based Cohorting is designed to work in every state, including the strictest regimes such as Washington's My Health My Data Act. The methodology produces only cohort-level statistics and never an individual-level health inference.