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Script lift

Script lift measures the actual change in verified prescription fills that a pharma campaign causes, using the same test-and-control methodology as conversion lift, built for regulated healthcare data instead of a standard conversion event. Pharma brands can't rely on a platform's own first-party lift product, since sharing patient-level data with an ad platform is only lawful under HIPAA when both sides sign a business associate agreement, and major ad platforms won't sign one. 

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How it works

The pharma brand's media partner provisions its exposure data into a Decentriq data clean room, and a data partner holding verified prescription or pharmacy claims data provisions its own dataset separately, with neither side's raw records ever leaving its own environment. 
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Because the underlying data is Protected Health Information, the match runs inside a hardware-enforced confidential computing environment rather than a policy-based clean room that relies on contractual access controls alone, a distinction pharma legal and regulatory teams specifically look for, since even the clean room operator can't decrypt the data mid-computation. 

The result follows the same test-and-control structure as conversion lift, but because pharmacy claims data can take weeks to months to fully mature, script lift is typically read on a longer timeline. Read our guide to data clean rooms for pharma marketing measurement.

Frequently asked questions

Why can't a pharma brand just use the ad platform's own lift product for this?

Sharing patient-level data with an ad platform is only lawful under HIPAA when both sides sign a business associate agreement, and major platforms won't sign one for advertising or measurement purposes. A clean room lets the match happen without handing prescription data to the platform at all.

What does a pharma brand need to run a script lift study?

A data partner that holds verified pharmacy or claims data,, and enough prescription volume in the relevant category for the test-and-control comparison to reach statistical confidence. Alternatively a brand can leverage Decentriq’s existing partners such as PurpleLab.

How long does it take to get a script lift result?

Longer than a standard conversion lift study. Pharmacy claims data can take weeks to reach partial completeness and months to fully mature, so script lift is typically read on a longer timeline, with faster proxy metrics like audience quality used to monitor performance in the meantime.

View other measurement use-cases

Attribution

Connect campaign exposure to customer outcomes without exposing either party's raw data

explore attribution ->

Conversion lift / incrementality testing

Measure the true incremental effect of a campaign against a control group

explore Conversion lift / incrementality testing ->

Cross-media reach & frequency

See deduplicated reach and frequency across publishers and channels while protecting exposure logs

explore cross-media reach & frequency ->

Incremental reach

Identify the audience a channel (e.g. CTV) uniquely reaches beyond another channel (e.g. Linear TV)

explore incremental reach ->

Audience quality

Pharma-specific version of reach quality, built for US brands.

explore audience quality (pharma) ->
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Talk to us about script lift

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