Pharma has a tendency to lean on owned channels such as brand websites. However, by combining traditional staples with shared, earned and paid media, you can increase a brand or campaign’s reach and frequency. From shaping the tone and timing of campaigns to reflect the national mood, to selecting placements that improve the HCPs perceptions and trust, where and when a campaign is seen has a huge influence on how and if it’s received.
If a person sees 3,000 advertising messages a day, how many of them really stand out?
This is exactly why the context of your media plan is so important, and it all comes down to knowing your audience first. For example, will a brand website be the most appropriate channel to advertise through? Or will banner advertising hosted on key medical journals be more effective.
Understanding where HCP attention is highest and the mindset they are in at these touchpoints can greatly improve the relevancy and receptivity to your messages. Thus improving KPIs such as ‘relevance’ and ‘consideration’. These placements do not need to always be ‘paid media’, in fact, many HCPs trust their peers over other channels. We explore how partnerships, for example with relevant health organisations, KOLs and patient organisations, can generate influencer campaigns that leverage the trust and authenticity of these individuals.