Why You Want to Know About Lasso Triggers™
On June 8th, Lasso introduced Lasso Triggers™, the next generation in sequential messaging. Okay, so you’ve been sold a lot of hype before, and are doubly suspicious when someone says their tech is “next-gen.”
This isn’t hype.
First of all, Lasso Triggers really offers true omnichannel sequential messaging. You can design message sequences across all channels, including banner, video, audio, CTV, email and social media.
Second, it offers customized logic that lets you implement message sequences based on deterministic data (via our identity solution), specific user actions, or any combination of both.
That means you can trigger a specific message on Linkedin that targets a doctor who has opened your campaign email but hasn’t yet prescribed the therapy you’re promoting. Or, you can show a video ad to audience members who’ve seen your display ad and clicked through to your site, or any number of factors.
Third, you don’t need to pay expensive fees in order to understand which message sequence delivers the best results. Typically, only blockbuster brands can afford the kind of analytics provided by Symphony Health or Crossix, but with Lasso you receive:
- Detailed user and transaction-level script-writing metrics for real-time campaign optimization.
- Detailed reports which correlate ad exposure to real life script performance (NRx, TRx, NBRx, Dispensed, Rejected, Reversed, and Brand Switch).
All of this is reported and visualized on Lasso’s platform, which makes it easy to assess which message sequences are delivering the results you need, and which ones need some further refinement and testing.
When looking at separate campaigns that utilize Lasso Triggers to deploy emails to individuals who click on programmatic ads, we see that the average open rates on the triggered emails far surpass the industry benchmark by 24%.
Additionally, for campaigns where a click on a banner ad triggers an additional banner ad to be served, we see 5.75x higher engagement on the second banner and more than 15x higher engagement on the third, on average!
Dynamic Audience Refresh
The other part of our announcement is the rollout of Dynamic Audience Refresh, which is essentially our commitment to update your custom Rx and Dx audience segments on a weekly basis with the latest clinical data.
Dynamic Audience Refresh works in concert with Lasso Triggers in order to drive media efficiency in your campaigns. We see no point in showing an HCP the same display ad if she has already moved further down the funnel and is actively prescribing your product. That’s just a waste of your media budget.
You can also insert any new target audience member into highly-tailored messaging sequences without any of the heavy lifting that's usually required, saving valuable time and driving unparalleled campaign performance.
The combination of Lasso Triggers and Dynamic Audience Refresh actually means that you can deliver the right message to the right HCP or consumer, in the right channel at the right time. For real.