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The ClientLeading pharmaceutical company
The ChallengeLaunching a new drug in a crowded category, our client deployed a direct-to-consumer multi-channel campaign. They asked us to help them:
•DetermineifDTCadvertisingcaneffectivelyinfluencebrandsales
•Optimizeexpendituresand increaseimpactonfuture conversionandadherence
•Understandchanneleffectiveness
The Results• Validatedcampaigneffectiveness
and consumer awareness
•UncoveredevidencethatDTC’simpactcanbemeasuredandoptimized
•Providedguidancetooptimizeresponse
Does Direct-to-Consumer Advertising Work? Ourclient–aleadingpharmaceuticalmanufacturer–wasthefifthbrandentrantinacomplexandcrowdedtherapeuticcategory.Thecategoryhadlongbeendominatedbyoneiconicbrand,thefirstdrugapprovedforthedisease.Ithadalmostbecomesynonymouswiththeconditionbythetimenewerdrugsgainedapprovalintheearly2000’s.Thenewdrugswereconsideredmoreeffectiveandpossiblysaferthantheoldertreatmentoptions.
Direct-to-Consumer(DTC)advertisingwassporadicallyusedbythesecompanies.However,thecategorygrewsignificantlyasmorechildrenandthenadultswerediagnosed.
Business Challenge AtthetimeSymphonyAdvancedMediawasengaged,ourclientwaslaunchingitsnewdrugwithamediaplanthatincludedaheavydigitalcampaignwithsomeprint.Althoughthemediateamreceivedclick-throughreportingandmaintainedaCRMdatabase,therewaslittlevisibil-ityintothecampaign’simpactonconsumerintenttotakeactionandeventualprescriptions.Paneltrackerswereputintoplacetohelpevaluateconsumerbrandperceptions,butcouldnotbetiedbacktosales.
Ayearafterlaunch,theclient’smarketresearchandbrandteamswantedtoknowwhetherDTCadvertisingwasinfluencingbrandsales--andifso,howtooptimizeexpendituresandtheirimpactonfutureconversionandadherence.Inaddition,theyalsosoughtto understandchanneleffectiveness.
Our Solution Weproposedacontrol/exposedstudytomeasureadvertisingeffectivenessthroughanonlineconsumersurveythatleveragedbrandandcampaignattributes,segmentationanalysisandmediatargeting.Thestudy’sresearchobjectivesincluded:
• Evaluatemediachannelimpactoncombinedandstandalonemetricsforonlineandprint
• Identifycreativemessagesthatarekeydriversofconsumers’opinionand intent to take action
• Increasecompetitiveshareof“IntenttoDiscusswithDoctor”
C H A n n E l S T R A T E g y , C R O S S - M E D I A R O I
Measuring Direct-to-Consumer Advertising Impact
[email protected] www.symphonyam.com
415-352-4000
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C l I E n T S U C C E S S S T O R y
Measuring Direct-to-Consumer Advertising Impact
Our Recommendations and FindingsTohelpourleadingpharmaceuticalmanufacturerunderstandthebrandandconsumerimpactoftheirmulti-channelnewdruglaunch,wedevelopedasurveysolutiontohelpprovethatdirect-to-consumeradvertisingreallydoeswork.
Ourstudyvalidatedthecombinedprintandonlinestrategy,revealingmorepowerfulimpactforthoseexposedtobothmediachannels.Optimizationrecommendationsincluded:
• Amongprinttitles,increasespendforcertaincategorieswhiledecreasingothers,basedonscorecardanalysisofmediareach,adrecognition,audienceperceptionoftheadsandpurchasefunnelimpact
What We Can Do For YouIfyouneedtounderstandthe efficacyofyourDTCchannelstrategies,improveyourmediamixfordeeperROI,gaugeandshiftconsumerbrandperceptionanddemonstratelift,wecanhelp.
• Assessadvertisingimpactateachstepofthescriptfunnel,including cross-media synergies
•OptimizeoverallmediaspendformaximumimpactandROI
• Focuscreativemessagingandadjustweight
•Optimizespendacrossmediatypes—per campaign and target audience
Ourinnovativemeasurementsolutionsandplatforms,expertisein cross-media measurement and unparalleledclientserviceswillhelpyouinformandvalidateyourDTCmediainvestments.
www.symphonyam.com
415-352-4000
©2011,SymphonyAdvancedMedia.Allproductnameshereinarethepropertiesoftheirrespectiveowners.5/11
• AdjustspendallocationsamongonlinemediapartnersbasedonanalysisofWebsiteaudiencedimensionssuch asconditionsufferers,caregiversandcurrent treatments.
• Focusmessagingonthreekeybrandattributeswhichweredriversofintenttodiscusswithdoctorbutwerenotacampaignfocus.
• Adjustweightofonlinecreativesfortargetaudiencesegmentsbasedonmedia reach, ad recognition, audience perceptionoftheadsandimpactonpurchasefunnelmetrics.
The ResultsThe campaign increased metrics through theentirepurchasefunnel,nearly doublingawarenessofthebrandandintent to research the drug online, and drivingsubstantialgainsinintenttovisitthebrandwebsiteandtodiscussthebrandwithadoctor.SymphonyAMhasgiventhebrand teammuchmorevisibilityandcontroloveritsmarketinginvestments,enablingittoefficientlymaximizeprescriptions andROI.
WithSymphonyAM’sevidencethatDTC’simpactonprescriptionscanbemeasuredandoptimized,thebrandteamincreasedtheirmediaactivityandrevisedtheirprintcampaign,whileitsagenciesoptimizedcreativeandmedia.
After6monthsthebrandteamrequestedthatSymphonyAMconductadeeperanalysisintotargetaudiencesegmentationtoguideexpandingmarketingeffortsevenfurther.
Awareness
Opinion
Consideration
Intent to Research Online
Intent to Visit Web Site
Intent to Discuss with Doctor
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