Equals 5 Equals 5
5
RFP Response · May 2026

DMD HCP
Media Strategy

Dyne Therapeutics — Exon 51 DMD
Market Shaping through Commercial Launch

Client Dyne Therapeutics
Agency Precision AQ
Flight July – Dec 2026
Contact Ron Scalici, CRO
65+
Rare Disease Brands Served
90%+
Avg NPI List Match Rate
48h
List-to-Live Deployment
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Equals 5Equals 5
Part 1 of 2 — Equals 5 Overview

The Only End-to-End
HCP Marketing Platform

Equals 5 is the only platform that takes a single NPI list and activates it deterministically across 20+ channels — social, programmatic, CTV, and specialty content — with physician-level attribution at every step.

2.2M
HCP NPI
Datagraph
20+
Activation
Channels
6.5×
Industry
Avg CTR
$185
All-In CPM
No Hidden Fees
Doctors Are People Too™

Reach HCPs where they actually live

Meta, LinkedIn, TikTok, programmatic newsletters (NYT, WaPo, WebMD), Reddit, Pinterest, and CTV — all mapped to verified NPI identities.

100% Deterministic Matching

No modeled expansions. No probabilistic IDs.

Every impression maps back to a verified physician identity via our Personi-5™ matching engine — 90%+ match rate avg; 92–97% on rare disease lists.

Single Audit Trail

Verify → Activate → Analyze → Connect → Unify

One platform, one vendor, one NPI-level data spine from audience match through attribution and field activation.

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Part 1 of 2 — The Platform

The Uni5™ Platform

Five interconnected modules that carry every physician identity from initial audience match through campaign delivery, measurement, CRM connection, and cross-campaign unification.

🔍
Verify™
Personi-5™
NPI list ingestion + deterministic audience match. Returns per-segment match counts, deliverability scores, and minimum-fill recommendations within 48 hours.
⚡
Activate™
Omnichannel
One NPI list pushes simultaneously to Meta, LinkedIn, TikTok, Instagram, Yahoo, Reddit, Pinterest, programmatic newsletters, and RMN specialty content.
📊
Analyze™
NPI-Level Reporting
Real-time physician-level dashboard. Weekly PLD pipe-delimited file (NPI, channel, action, date). sFTP delivery to agency or brand DW included.
🔗
Connect™
CRM + Field
Engagement scores feed directly into Veeva, Salesforce HC, or any field CRM as Next Best Action signals for MSL and rep activation on hot leads.
🔄
Unify™
Cross-Campaign
Unbranded Phase 1 audience scores carry forward to Phase 2 branded activation — the only platform that bridges DSE and Brand at the individual NPI level.

For Dyne: Every HCP engaged during Phase 1 market-shaping carries a cumulative engagement score into Phase 2 branded launch — no cold start, no re-matching cost, no data leakage between phases.

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Part 1 of 2 — Rare Disease

Built for Small Lists,
Big Results

65+
Rare Disease
Brands Served
92%
Match Rate on
Rare Disease Lists
4:1
ROI — APDS
Rare Immunology
Why Small Lists Aren't a Problem for EQ5
  • 90%+ avg match rate — 92–97% on rare disease target lists specifically
  • Datagraph contains 650K+ reached HCPs across 60+ specialties
  • Neurology pool: 17,073 reachable NPIs (80.6% of 22,498 US neurologists)
  • Pediatrics pool: 66,744 reachable NPIs (79.0% of 88,340 US pediatricians)
  • Below-threshold segments extended with adjacent specialty NPs/PAs via Personi-5™
Case Study — APDS / Joenja (Pharming)
Ultra-Rare Immunology: 4:1 ROI, 7 Confirmed Diagnoses
+74%
HCP Knowledge
Lift (vs. control)
+40%
HCP Interest
Increase
4:1
Confirmed
ROI
RMN rare immunology content + EQ5 social. 7 patient diagnoses confirmed post-campaign. Direct precedent for Dyne's DSE→Brand attribution mandate.
Case Study — Jazz Epidiolex (Branded Neurology)
Epilepsy Specialist Social: 588K Impressions, 49× Frequency
6,661
Unique HCPs
Reached
0.36%
CTR Among
Epilepsy Spec.
49×
Avg Cumulative
Frequency
Meta HCP targeting on small specialty list. Same delivery model applies to DMD's tight NPI universe — proven frequency + recall at scale within a narrow pool.
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Part 1 of 2 — Rare Medical Network

Rare Medical Network
Specialty Content at Depth

RMN is EQ5's exclusive rare disease content platform. Specialist HCPs engage at 180+ minutes/day. Every content page integrates with the Uni5™ NPI token — so a neurologist who reads a Spotlight article is the same token re-activated in Phase 2 branded social.

For DMD — Two Native RMN Sites
Rare Neurology News
Neuromuscular specialists, MDA care center physicians, adult neurology. Segments 1, 2, 3A.
Rare Pediatrician News
Pediatric neurology, ped NPs/PAs, referring pediatricians. Segments 3A, 4B, SCS.
Market Insights Polling

Every RMN page includes embedded polling that captures awareness, current Rx behavior, and switch intent. Data delivered monthly to Precision AQ + Dyne brand team. Feeds Phase 1 → Phase 2 creative optimization.

RMN Assets for Dyne DMD
Spotlight
Anchor DSE page — delivery-problem narrative; Exon 51 mechanism context for Segs 1–3A
Phase 1
Disease Mechanism Snapshot
Pathophysiology of exon 51-skipping + delivery limitations — clinical depth page
Phase 1
Rare IQ
DMD quiz; peer-comparison stat. Drives 6–12× branded CTR uplift in Phase 2
Phase 1
5 Facts on DMD
Bite-size disease education; eNewsletter promo unit for all 5 RFP segments
Phase 1
Rare Mystery
Video-led diagnostic challenge; reaches harder Seg 3A adult neuro specialists
Phase 1
RareView / AKA
Downloadable infographic + alternate names — care-team education for Seg 4B
Phase 1
Therapeutics in Focus
Branded sponsored education unit; deploys at launch. Pre-purchase in Tier 3.
Phase 2
Custom Send eNewsletter
Dyne-controlled subject line, from-name, and schedule. 10K recipients/send.
Phase 2
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Part 1 of 2 — Competitive Proof

We've Proven It
Where It Matters

APDS / Joenja · Pharming · Rare Immunology
  • +74% HCP knowledge lift vs. unengaged control
  • +40.1% increase in treatment interest among RMN engagers
  • 7 confirmed patient diagnoses post-campaign
  • 4:1 ROI on combined EQ5 + RMN investment
  • Ultra-rare: <1,000 NPIs in core target universe

DMD Relevance: The same DSE→Brand attribution model that proved 4:1 ROI for APDS applies directly to Dyne's Phase 1 → Phase 2 hand-off.

Jazz Epidiolex · Branded Neurology HCP Meta
  • 6,661 unique HCPs reached (tight epilepsy specialist list)
  • 588K total impressions; 49× cumulative frequency
  • 0.36% CTR — 3.6× industry average for specialty pharma
  • Same delivery model: Meta NPI-matched, small list, high frequency

DMD Relevance: DMD treaters ≈ epilepsy specialists in list size and specialty tightness. This proves the frequency and recall model works at this scale.

Competitive Win — Amgen (vs. DeepIntent)
  • EQ5 outperformed DeepIntent head-to-head — client confirmed
  • 90%+ deterministic match vs. ~60–70% probabilistic (DeepIntent)
  • $185 all-in CPM vs. $150–$250 + hidden data/reporting fees
  • NPI-level reporting included vs. limited physician-level data
  • No modeled audience expansions — no waste on non-target HCPs

For Precision AQ: DeepIntent is the likely competitive comparison. The Amgen win is a direct, client-confirmed proof point for this exact comparison.

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Part 2 of 2 — Dyne Recommendation

The DMD Opportunity

Strategic Frame — The Delivery Problem

Current exon 51 therapies (EXONDYS 51, ELEVIDYS) are limited by delivery — not mechanism. Dyne solves this. Phase 1's job: establish the problem in HCP minds so Phase 2 can say "Dyne is the answer" without re-educating from zero.

  • Accelerated approval filing: planned Q2 2026 — launch end of June 2026
  • Target audience: HCPs only — pediatric neuro, neuromuscular, MDA care center physicians, NPs/PAs
  • Campaign scope: Phase 1 unbranded DSE/MS (July–Dec 2026) + Phase 2/3 roadmap
  • Agency: Precision AQ (AOR) — RFP issued for HCP media partner
  • Competitive set: EXONDYS 51 prescribers, ELEVIDYS prescribers, abandonment managers — all switchable
EQ5 Addressable Universe — DMD
Specialty
Total US
EQ5 Pool
Neurology (incl. neuromuscular)
22,498
17,073
Pediatrics (incl. ped neuro)
88,340
66,744
NPs / PAs (via Personi-5™)
—
Available
Why RMN + EQ5 is the Natural Fit
  • Rare Neurology News + Rare Pediatrician News = native content surfaces for both audiences
  • Deterministic NPI tokens carry phase-to-phase — no cold start at launch
  • EQ5 scored audience = Phase 2 warm list on Day 1 of branded activation
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Part 2 of 2 — Audience Architecture

5-Segment Audience Architecture

Precision AQ's RFP defines five HCP target groups by funnel intent. EQ5 maps each to a tailored channel + RMN tactic bundle.

Segment
Funnel Stage
EQ5 Tactic Bundle
RMN Tactic Bundle
Seg 1 — Priority DMD Treaters
EXONDYS 51 / ELEVIDYS prescribers
Conversion
FB/IG/LI feed, programmatic newsletter, KOL video, retargeting
Therapeutics in Focus (Ph2), Spotlight, eDetail microsite
Seg 2 — Evaluators / Abandonment
Active evaluators, abandonment managers
Consideration
Social, programmatic newsletter, branded banner retargeting
Rare Mystery, Spotlight, Custom Send eNewsletter
Seg 3A — Broader Neuro / Neuromuscular
Pediatric & adult neuro specialists
Awareness
Social (FB/IG/LI), Yahoo, Reddit
Rare IQ, 5 Facts, Disease Mechanism Snapshot
Seg 4B — Multidisciplinary Care Team
APPs, RNs, PT/OT
Awareness
LinkedIn, Pinterest, programmatic newsletter
RareView, AKA, eNewsletter
SCS — Adjacent Specialists / Peds
Tier 3 + referring pediatricians
Awareness
LinkedIn, Yahoo, programmatic newsletter
RMN eNewsletter (Peds + Neuro lists)

Verify Report (Week 1): EQ5 will ingest the Precision AQ target list and return per-segment match counts, deliverability scores, and minimum-fill recommendations. Final segment bundling is confirmed at that time.

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Part 2 of 2 — Phased Strategy

How DSE Shapes Brand

Three phases, one continuous NPI-level data spine. Every Phase 1 engagement accrues to a physician score that becomes the Phase 2 launch list — no cold start, no re-match cost.

Phase 1 — RFP Scope
Market Shaping (DSE)
July – Dec 2026 · 6 months
Unbranded social + RMN content. Reset HCP expectations on the delivery problem. Build a scored, segmented audience ready for branded activation at launch.
Phase 2
Launch & Consideration
Jan – March 2027 · 3 months
Branded social to Phase 1 high-engagement HCPs. Therapeutics in Focus sponsorship. Custom Send eNewsletters. eDetail microsite for Seg 1 deep dives.
Phase 3
Adoption & Field Activation
April 2027 onward
Hot Lead export to Veeva/Salesforce (Eng Score ≥50). Doctor discussion guide delivery. Branded retargeting. MSL activation on confirmed-engaged NPIs.
Phase 1 → Phase 2 Hand-off: Asset #1

A Scored Audience

Every Phase 1 HCP carries an engagement score (impressions +1, clicks +2, RMN visit +5, quiz completion +6, eNewsletter click +5). On Day 1 of branded launch, EQ5 re-activates the top-scored cohort first.

Phase 1 → Phase 2 Hand-off: Asset #2

An Established Frame

The delivery-problem narrative is in HCPs' minds. Branded creative skips the education step and moves directly to "Dyne is the answer to the delivery problem you already know about."

Phase 1 → Phase 2 Hand-off: Asset #3

A Measurement Spine

The same NPI tokens carry both phases. Dyne can prove that a Phase 2 prescription was preceded by Phase 1 RMN content engagement — the attribution story most launches cannot tell.

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Part 2 of 2 — Phase 1 Tactics

Phase 1 Tactical Plan
July – December 2026

EQ5 Core — NPI-Targeted Social & Programmatic
Facebook / Instagram
Volume + reach driver. All segments. Highest impression volume — proven via Jazz (588K impr., 49× freq.) and WHIM precedent (419K impr. across 2 specialties).
LinkedIn
Highest CTR specialty channel. Segs 1, 2, 4B, SCS. Top CTR in WHIM (1.14%) and APDS (1.06%) — best fit for Seg 1 deep messaging.
Prog. Newsletter
Trusted-environment delivery. All segments. NYT, WaPo, WebMD, Reuters. 84% match, ~180 min/day engagement. 4× industry avg in Eton case study.
Yahoo
Awareness scale. Segs 3A, 4B. Strong APDS performance (570 immunology clicks, single channel).
Reddit / Pinterest
Niche + care team. Segs 4B, 3A. Pinterest reaches RNs/APPs; Reddit indexes for diagnostic-curiosity content.
RMN — Specialty Content & eNewsletter
Spotlight
Anchor DSE page. Delivery-problem framing. Rare Neurology News + Rare Pediatrician News. ENL newsletter + banner included.
Rare IQ
DMD diagnostic/management quiz. Peer-comparison stat. Drives 6–12× branded CTR uplift at Phase 2 re-activation.
Disease Mechanism Snapshot
Exon 51 skipping + delivery problem pathophysiology. Clinical depth for Segs 1–3A physicians.
5 Facts / Rare Mystery
5 Facts for newsletter promo. Rare Mystery video-led for harder-to-reach Seg 3A adult neuro.
RareView / AKA
Downloadable infographic + dystrophinopathy alternate names. Care-team education for Seg 4B.
Frequency Strategy

Awareness segs: 3–5 impr./HCP/mo. Consideration segs: 8–12/mo — per Jazz Epidiolex precedent (49× cumulative drove sustained recall).

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Part 2 of 2 — Engagement Scoring

5-Tier Engagement Scoring
Every Phase 1 touchpoint builds the Phase 2 launch list

Score Accumulation Rules
Action
Points
Ad impression served
+1
Ad click (any channel)
+2
RMN content page visit
+5
Rare IQ quiz completion / RareView download
+6
eNewsletter click
+5
Field Activation Threshold

Hot Lead (≥50 pts): exported to Veeva/Salesforce HC as Next Best Action signal for MSL or rep activation. Phase 3 launches from this list.

Modeled Audience Tiers — DMD (Neurology Pool)
Tier
Est. Size
Treatment
Naive
~17,000
Fits criteria, no exposure. Awareness creative.
Reached
~13,000
≥1 ad served. Sequenced creative.
Confirmed Aware
~4,000
Clicked an ad. Drive to RMN content.
Warm Interest
~1,200
RMN content engaged. Phase 2 priority list.
Hot Lead
~150–300
Multiple deep engagements. Phase 3 field activation list.
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Part 2 of 2 — Investment

Three Investment Tiers
Phase 1 (July–Dec 2026) · 6-Month All-In

Tier 1 — Foundation
~$173K
Pilot / single-segment floor
What's Included
1 RMN page — Spotlight (Rare Neurology News)
Social L-tier amplification — FB/IG/LI/Prog. Newsletter
eNewsletter ENL sponsorship (~10K sends/mo)
Creative production (3 ad variants + 2 RMN integrations)
— Segment 1 only (~3,000 NPIs matched)
Best for
Multi-vendor exploration or limited initial budget. Establish proof point before Tier 2 expansion.
Recommended
Tier 2 — Market Shaping
~$426K
RFP-aligned · Segs 1, 2, 3A
What's Included
2 RMN pages — Spotlight + Rare IQ (25% off 2nd)
Social XL-tier — full social stack
Programmatic newsletter — NYT/WaPo/Reuters
eNewsletter ENL (~20K sends/mo, Neuro + Peds)
3 Custom Send eNewsletters (10K recipients each)
Market Insights Polling (baseline + midpoint)
Creative production (5 ad variants + 4 RMN integrations)
Reach
~12,000 NPIs activated · ~6,000 at freq ≥5 · ~1,500 high-engagement
Tier 3 — Full DMD Coverage
~$801K
All 5 segments · RFP-plus
Everything in Tier 2, Plus
4 RMN pages (Spotlight + Rare IQ + Rare Mystery + Mechanism Snapshot)
XL-tier × 2 (Neuro + Pediatrics)
Full programmatic newsletter (WebMD, CNN, Forbes)
LinkedIn premium boost (Seg 1 deep messaging)
6 Custom Send eNewsletters
Market Insights Polling × 4 (baseline, M2, M4, end)
Therapeutics in Focus — pre-purchase deposit (Phase 2)
Formal Brand Lift Study (pre/post, APDS-style)
Reach
~22,000 NPIs activated · ~14,000 at freq ≥5 · full brand-lift readout

All-in $185 CPM. Bundle + 6-month duration discounts applied. Final totals firm after Precision AQ target list ingest + per-segment minimum-fill confirmation (Week 1).

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Part 2 of 2 — Timeline

Operational Timeline

EQ5 deploys campaigns within 48 hours of NPI list ingestion. The bottleneck is creative/MLR — not platform readiness.

Now (W0)
Plan submitted to Precision AQ. Internal EQ5 review complete. Tier 2 is the fight-at; Tier 3 is expand-to.
Week 1
Target list ingest → Verify report. Per-segment match counts, deliverability, and minimum-fill recommendations. Segment bundling confirmed.
Week 2
Final tier locked → SOW + IO executed. Creative brief issued to EQ5 + RMN editorial. MLR review SLA confirmed.
Wks 2–4
Creative development. 5 ad variants + 4 RMN page builds. Legal/MLR review cycle. RMN editorial aligns delivery-problem narrative across all page types.
Week 5
Pre-flight QA. Tag deployment, dashboard handoff to Precision AQ. sFTP confirmed. Brand team access provisioned.
July 1
Phase 1 in-market. Unbranded DSE/market-shaping campaign live. NPI-level dashboard active. Weekly pacing reports begin.
Mid-Sept
Phase 1 midpoint readout. Engagement-score distribution, channel performance, optimization recommendations. Creative refresh if indicated.
Mid-Dec
Phase 1 close-out. Final PLD delivery. Engagement-score migration report. Hot Lead export. Phase 2 readiness review + branded campaign brief.
Jan 2027
Phase 2 branded launch. Re-activate top Phase 1 cohort. Therapeutics in Focus goes live. Custom Send eNewsletters begin.
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Part 2 of 2 — Why Equals 5

Why Equals 5 Wins This RFP

01
Only end-to-end rare disease HCP platform
Verify, Activate, Analyze, Connect, Unify — single vendor, single audit trail, no data leakage from activation through attribution and field activation.
02
65+ rare disease brands. Direct DMD precedent.
APDS/Joenja (ultra-rare immunology, 4:1 ROI, +74% knowledge lift) and Jazz Epidiolex (branded neurology, 49× frequency) are directly applicable to Dyne's mandate.
03
Validated brand-lift data from APDS primary research
+74% HCP knowledge and +40.1% interest among RMN engagers vs. control. The first and only pre/post brand-lift study in rare disease digital media. Directly applicable to Dyne's DSE mandate.
04
Built for small lists. 87–97% match on rare targets.
Average 90%+ NPI match; 92–97% on rare disease lists specifically. Minimum-fill management via Personi-5™ — no segment collapses, no wasted spend below threshold.
05
Phase-bridging architecture. No other vendor can do this.
Phase 1 engagement score IS the Phase 2 launch list. NPI tokens carry phase-to-phase — DSE-to-prescription attribution at the individual physician level. No re-matching, no cold start.
06
Outperformed DeepIntent head-to-head at Amgen.
Client-confirmed competitive proof point. 90%+ deterministic vs. ~60–70% probabilistic. $185 all-in vs. $150–$250 + hidden fees. NPI-level reporting included vs. limited physician ID.
Ready to run the Verify report against Precision AQ's target list.
Contact: Ron Scalici · ron@equals5.com
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