Strategy Specialist - Elena Panteleeva
PPC Specialist - Natalia Pereschuk
Media Buyer - Polina Ostrovskaya
Account Director – Igor Polun
Team Lead - Svetlana Borisova
STADA is an international pharmaceutical company whose products are represented in 120 countries across the world, including the CIS. The Kazakhstan product portfolio of STADA includes such medicines as Hexicon, Cardiomagnyl, Calcium D3, Snup.
The goal of Wunder Digital is to ensure the growth of sales of the gynecological drug Hexicon by 10-20% compared to the data of the same period in 2020. At the same time, it was necessary to achieve an audience coverage of at least 70%.
Campaign period: April-December 2021.
The case was solved in four stages.
Stage 1. Forecasting
Before launching advertising campaigns, we conducted an audience survey to understand where buyers usually learn about new drugs. The most popular answers were:
— From a doctor
— From friends
— Independently after searching the Internet.
Based on the results of the study, we found that a significant part of consumers prescribe their own treatment. This audience segment was chosen as the main one for communication.
Target audience: women aged 25-44 years.
In the course of our work, we divided the target audience into several segments:
1. By common interest
2. By interests in a specific drug
3. By keywords
Based on these results, the Wunder Digital team proposed a promotion strategy.
Stage 2. Choosing a strategy
In order to solve the problem, we launched two advertising campaigns with different goals.
The first one was coverage — it was supposed to allow us to reach the maximum number of users from the target audience and increase the awareness of the drug.
The second campaign handled short-term user interests and directed users to the drug's website. We developed the landing page ourselves. The sales funnel looked like this:
— According to the relevant semantic queries, the user goes to the landing page
— On the page, the visitor takes a test to diagnose the disease
— After diagnosing, the visitor goes to the page of the corresponding disease and finds the description of the relevant drug for treatment
— The visitor downloads the instructions for use and goes to the pharmacy website to purchase.
Stage 3. Launching advertising campaigns
With the help of an integrated ranking, we have chosen the most effective tools for launching campaigns:
— Programmatic platform DV360, which advertised on YouTube and partner sites
— Targeted advertising on Facebook and Instagram based on user interests, remarketing and look-a-like audiences.
We paid special attention to the development of advertising placements: we turned off inefficient sites, redistributing the budget to more efficient sites.
Advertising campaigns came with two types of banners: animated "problem" banners to reach and drive traffic to the site, and product banners to drive traffic and retargeting.
Stage 4. Optimization of advertising campaigns
In order to exceed the KPI for advertising campaigns, we have optimized their conditions.
For an advertising campaign to increase traffic:
1. We excluded inefficient and expensive irrelevant placements
2. We periodically adjusted the budget, redistributing it to more efficient channels
For an advertising coverage:
1. We reviewed popular search queries, added keywords and excluded irrelevant ones
2. We optimized advertisements to improve its quality: added extensions and text options
3. We periodically adjusted the budget, redistributing it to more efficient channels
For 8 months of the advertising campaign, sales of Hexicon increased by 10% compared to the same period in 2020.
The advertising campaigns covered 12,405,890 unique users, which accounted for 71% of the target audience.
Based on the results of the traffic-driven advertising campaign, 209,051 new users went to the client's landing page. 24,430 users got acquainted with the symptoms of diseases and passed the diagnosis. 2,300 users have become potential buyers.
To assess the growth of Hexicon brand awareness at the beginning and end of the advertising campaign, we used Brand Lift, a study that is conducted using a survey of the target audience.
We divided the audience into two groups: experimental (those who saw ads - 579,000 users) and control (those who did not see ads - 473,000 users). Both groups were asked to indicate which products they were familiar with.
The study showed that the recognition of Hexicon in the experimental group is 4% higher than in the control group.
After the implementation of the advertising campaigns, we conducted performance simulations using the Tamburin tool. The purpose of modeling is to understand which channel turned out to be the most effective (including for optimizing future advertising campaigns based on the ROI of advertising channels).
The analysis showed that digital advertising turned out to be the most effective solution for promoting the Hexicon drug in terms of return on investment.
Promotion of pharmaceutical products is a synergy of communication channels, tools and creative formats that allows to achieve maximum results in an advertising campaign.