Using Social to Build Pharmaceutical Brand Awareness

/ Case Study - Social

/ The Brief

Using Social to Build Pharmaceutical Brand Awareness

A health and wellness advertising agency tapped Coegi to run an eight week pharmaceutical brand awareness campaign on Facebook and Instagram. The campaign was focused on building awareness of pharmaceutical and insurance solutions for those afflicted with a rare neurological disorder.

/ Highlights

8 Weeks of Campaign
290 Website Content Views
20 Sign Up Kit Leads

/ Challenge

Our team needed to boost pharmaceutical brand awareness among both the patient population and caregivers for this rare disorder with the same campaign, generating  key website actions, such as welcome kit sign ups, webinar registrations, brochure downloads, and video views, as well as ad engagements such as post shares and post saves.

/ Solution

The team used website retargeting audiences, niche lookalike models, and second party data from relevant health societies and institutes to reach this niche audience. While Facebook has historically been the top performer for patient segments, Instagram has emerged as a great place to reach caregivers of the patients! The second highest click-through rate on Instagram came from individuals ages 35-44, which is a great learning since this group has the lowest click-through rate on Facebook.

This strong performance was driven through the utilization of lookalike audiences of previously engaged users as well as a competitor interest and affinities audience. These interests were also layered onto the lookalike audience to qualify users as a potential patient or caregiver. 

This age cohort also resonated more strongly with messaging around Self Administration, Flexibility, and Dose Adjustments indicating the audience was caregiver centric or had a loved one in mind when serving the ad. The average patient age skews older at 65+, which is the top performing age segment across the Facebook/Instagram campaign.

 

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