Sharing Experience in Promoting Pharmaceutical Products Online
The success of promotion depends on a detailed study of the target audience's behavior
The success of promoting pharmaceutical products online, like any other goods and services, primarily depends on a detailed study of the target audience's behavior, analysis of the product's competitive advantages, and development of a communication plan.
Roman Chernysh
Co-Founder "Power-UP"
PROJECT TASKS
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Prepare a banner advertising campaign to cover the target audience
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Set up targeting based on interests and preferences
SOLUTION
1
Forming a Brand Association
Create an association of the brand with specific cases when it can be recommended.
2
Ensuring Consumer Awareness
Inform consumers about the action of the drug and its unique properties (reach at least 35% of the target audience in the regions).
COMPREHENSIVE APPROACH
Target Audience
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Women with families.
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Office workers (ages 25-35).
Target Audience Behavior
When experiencing the first symptoms of illness (runny nose, sore throat), consumers try to find a quick solution to their problem. In case of acute need, 44% of users turn to the internet with search queries, 37% ask relatives for advice, only 26% consult a pharmacist, and 21% go to their doctor. The most active internet use in these cases is by the audience aged 25 to 34 years.
Conclusions:
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3 out of 4 cold remedy consumers choose the product themselves;
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2 out of 3 do so precisely when the problem arises. Almost every second person bases their choice on internet information and advice from acquaintances and relatives.
Tool
Google Display & Video 360 was chosen for the task of covering the target audience. The tool was chosen for the following reasons:
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Advanced targeting settings;
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Flexible correction of the frequency of communication with the user;
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Fast moderation;
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Ability to analyze the audience with subsequent targeting settings.
Targeting Settings
A. Example of targeting settings for interests, focused on a family audience:
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Travel » Travel Enthusiasts » Family Vacationers
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Lifestyle & Hobbies » Family-Oriented
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Media & Entertainment » TV Lovers » Fans of Family Television
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Media & Entertainment » Movie Lovers » Fans of Family Movies
B. Brand Safety and Authority
To avoid associating the brand with content from websites of "dubious" origin, we always exclude categories of such sites from targeting. For example, sites with content categories such as:
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Weapons, Tobacco, Violence, Profanity, Tragedies, Religion, Alcohol, Gambling, and many others were excluded...
Communication Frequency
Many studies discuss the necessary frequency of communication with the user. Our goal is, on one hand, to inform consumers about the availability of the brand's products and increase coverage, and on the other hand, to ensure the memorability of this advertising.
From our experience, the optimal strategy for setting communication frequency is:
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Per day: no more than 2 banner displays to one user;
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Per week: no more than 4 banner displays to one user;
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Per month: no more than 6 banner displays to one user.
Additional Targeting Settings
In addition to the main targeting settings, we apply many technical settings that play an important role in the advertising campaign's performance. For example: the age of the target audience, gender, placement platforms (exclusion list), display platforms, views in the visible area of the screen, quality of placement platforms, and others.
RESULT
For all our projects, personalized interactive reports are set up in Google Data Studio. Such reporting allows the agency to respond quickly to changes in indicators, and the client to understand how advertising works.
The cost of creative placements was reduced thanks to the optimization of the advertising campaign. This, in turn, allowed for more coverage of the target audience within the established marketing budget. The indicators set in the media plan were achieved!
