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In It to Win It: Strategic Media Planning for Challenger Brands

Challenger brands have the unique and distinct advantage of riding on the coattails of high-spending blockbuster brands. Disease awareness has long been in market and audiences are ready for action. Challenger brands, or even brands with restricted budgets, can maximize this awareness by embedding the following key steps into their media plans, which will yield:

  1. Immediate sustained growth among targeted patient and hcp audiences
  2. Increase in high-value engagement and conversion rates
  3. Personalization at scale and in real-time

Let’s review these tactics and how best to implement them.

Step one hinges on creating custom digital patient profiles and alignment across keywords, messaging and destinations. This step may be the most time-intensive, but it’s also the most crucial. Without understanding the unique beliefs, fears, concerns (and subsets) of a patient community or health care professionals, messaging becomes hallow and all correlating metrics suffer.

In a recent rare disease pilot, we identified five key audience segments through in-depth market research, social listening and active collaboration with our client’s patient-outreach and marketing teams. From these segments, two personas emerged as most aligned with campaign goals, and informed every aspect of the campaign. Intent signals, behavioral triggers and contextual clues were embedded into our larger multichannel framework and, as a result, performance meaningfully exceeded client expectations and channel benchmarks.

The second hallmark hinges on applying a rigorous value-based KPI framework across all media. If a specific ad, page or tactic is performing below benchmarks or lagging compared to other media, changes are made swiftly and in harmony based on what is succeeding within the campaign. Top performing search keywords, for instance, can influence paid social, and audience learnings should be shared across all channels to further lift performance.

In most cases, the real trick will be nimbly implementing machine learning, third-party data and your own insight to refine messaging, and repeating the process reaping the most desired actions.

Now to step three – applying actionable patient insights at scale, in real-time.

Taking the time to carefully track all available site actions, from clicks to form fills, allows personalization at scale to occur seamlessly. For instance, a patient who spends time on landing page D will receive reminder D on a new channel, thus closing the loop and providing relevant messaging.  Tracking pixels enable such triggers to fire and can also reveal gaps in media strategy.

Perhaps base metrics, like cost-per-click (CPC) and click-through-rate (CTR) are strong yet key conversions (registrations, email sign-ups, profile completions) are lacking. Time to evaluate the landing page. Is the opt-in frictionless? Does it easily capture topic and contact preferences? Is forthcoming language personalized to responses, or one size fits all? Wherever possible, every touch point should be relevant to the user and tracked to continue the cycle of personalization.

With precision automation, dynamic profiling and retargeting for intelligent reengagement in place, the cycle of success can be endlessly repeated, eliminating waste and encouraging patients to further their journey. This integrated approach ensures synergy and maximizes results in your omnichannel media mix.

Looking for more proven optimizations? Check out Our HCP Convergence Point Playbook or discover how to optimize your campaign for voice-based search.

Could we be your strategic partner and enhance your brand’s impact? Let’s connect.

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