"Watching dermatology patients watch the ad — and editing what they didn't feel."

A dermatology DTC campaign had strong unaided awareness but flat brand recall — the team couldn't tell which moments in the 60-second spot were earning attention and which were burning it.

AuraINSIGHTS ran the spot with a 220-patient panel, mapping facial reactions and prosody second-by-second. Three low-engagement segments were re-cut and one voiceover line was re-recorded.

Unaided brand recall rose 62% in the post-test wave, ad completion crossed 91%, and the same emotion-mapped workflow is now standard for every DTC asset.