Pharma digital marketing case studiesMay 2016

Stan BilinskiMulti Channel Marketing ConsultantNew Age MarketingStan@newmarketing.com.au0448 700 755

ChannelCompanies

Pharmaceutical Companies and Its Usage of Digital Channels

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Most of the pharmaceutical companies are using digital channels extensively in Australia. Companies like GSK are creating websites to create awareness on the various indications; Johnson & Johnson is promoting its

products using social media

Snapshot of Digital Channel Activity in Australia

Description

Websites

Social media

Online Communities

GSK’s Australian website is raising consumer awareness of genital herpes and treatment issues

AcuVue predominantly used above the line media, but has gradually been moving toward more digital content

AcuVue’s Facebook page offers a mix of commentary, promotions, and healthcare advice

Bayer Consumer Care has built an online branded community “A Pampered Life” for Australian women

This site encourages to build organic relationships with consumers, increase brand loyalty, and improve sales

Alcon – Case Study

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The Challenge

Opti-Free RepleniSH manufacturer Alcon wanted to engage its target market (female contact lens wearers aged 18-40 years) more effectively by utilizing an asset of 2,000 e-mail addresses created from previous advertising campaigns

The StrategyTick Yes implemented an e-mail marketing campaign that ran from March to October 2009

It gave consumers a chance to win over 350 instant prizes with an additional major prize of a trip for two to Los Angeles

The Result The Opti-Free RepleniSH database grew to almost 24,500 email addresses, with a resultant increase in the market share

Note: Opti-Free RepleniSH is a multi-purpose solution for cleaning soft contact lenses. It was launched in Australia in 2006.

Bayer Consumer Care – Case Study

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The Challenge

Research revealed that while choosing a period pain reliever, a vast majority of Australian women relied on the word of mouth referrals, not advertisingUnsatisfied with results from traditional media in building brand loyalty and increasing sales in Australia, Bayer was looking for a different approach for its brand, “Naprogesic”

The Strategy

A Pampered Life (APL) would be Naprogesic’s online branded community for Australian womenThe site would allow Naprogesic to organically build relationships with consumers, increase brand loyalty, and improve salesA combination of online promotions, email marketing, and media relations would attract new members and encourage existing members for being actively involved

The ResultNaprogesic is now able to build deeper consumer intimacy by engaging in two way communications with its brand loyal activistsThe community has more than 1,000 active members on the database, a number which is growing exponentially

Boehringer Ingelheim – Case Study

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The Challenge

To capture the attention of targeted, time poor HCPs around Australia (as identified by Boehringer Ingelheim) in a cluttered and highly competitive environment

The Strategy

Promotional offers were initially sent via direct mail, resulting in a 25% redemption rate through a combination of website registration, business reply-paid cards, and fax

A branded e-mail newsletter was then created and sent out to the newly established database

The newsletter incorporated product information, offers, and further reasons for healthcare professionals to engage with Boehringer Ingelheim and its brands

The Result Starting with just a few hundred opt-in e-mails, the database grew to several thousand, thus increasing the effectiveness of the e-mail newsletter campaign

Non-Pharmaceutical Companies and Its Usage of Digital Channels

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ChannelCompanies

Non-Pharmaceutical Companies and Its Usage of Digital Channels

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Most of the non-pharmaceutical companies like ANZ and Unilever are using digital channels in Australia to increase their revenue / market share and to gain more customers

in the Australian region

Snapshot of Digital Channel Activity in Australia

Description

Social Media

E-mail / Websites

Launched in early 2010, Barbara The Bank Manager from Bank World by the ANZ Bank has captured the attention of the Australia public through a series of humorous commercials, which have challenged perceptions that consumers have of banks and expose some of the frustrations they experience at other banks

The ads generated conversation among consumers, which presented the ANZ with a series of opportunities to leverage social media as part of the campaign strategy

Unilever has tied up with social media agency “Tickyes” to launch a comprehensive digital campaign to increase the sales of the brand “Rexona” for Woolsworth Store

Rexona achieved its highest ever market share in Woolworths during the promotional period

One of the major challenges with retail store was in managing keywords, ads, and bids to keep pace with the changes to product ranges, stock levels, and promotions

BIG W appointed STEAK (a marketing communication agency) to manage its paid search activity from the launch of its online store and enjoyed a very successful opening year

In the second year, STEAK’s task shifted from gaining market share to achieving revenue growth while improving efficiencies

STEAK addressed the challenge of managing keywords, ads, and bids by using Kenshoo’s model-based bidding solution

This automated bid management and supplementing manual account build outs for new products with automated targeting through Google’s Dynamic Search ads

They also looked into new sales avenues like Google Shopping and My Shopping to increase revenue

The result was a 50% increase in revenue and a 50% increase in efficiency YOY (June 2011-May 2012 vs. June 2010-May 2011), including record-breaking sales days in the 2011 Toy Sale

Big W – Retail Store

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The Challenge

The Strategy

The Result

Sony Pictures Home Entertainment – Case Study

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The Challenge

SPHE had no direct-to-consumer database to launch and promote new brands via its new DVD titles

The StrategyTick Yes created and implemented several occasion-based (Mother’s day, Father’s day, Easter, and Christmas) digital promotions designed to engage consumers with a view of establishing and building up an opt-in e-mail / mobile database and to encourage viral marketing

The Result A database of 100,000 consumers was created (from zero), allowing for engagement viae-mail marketing to complement other offline / online promotional activities

Note: SPHE is the DVD division of Sony Pictures.

Unilever – Case Study

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The Challenge

Rexona is the market leader in the Australian deodorants marketWith supermarkets’ clean floor policy, it’s often challenging for suppliers to get traction for their promotions and alert consumers of their activitiesUnilever faced this challenge with its national Woolworths Account Specific promotion for RexonaAn almost identically themed offline promotion had been run the previous year without any online support

The StrategyTick Yes developed a comprehensive digital campaign to integrate with the offline elements of the Woolworths promotionThis included proof of purchase instant win online and SMS promotions, online advertising, viral game, and e-mail marketing

The Result According to the client, Rexona achieved its highest ever market share in Woolworths during the promotional period, and the website generated high traffic flow for what was a short-term activity

Who am I?• Marketing professional with more than 17

years experience driving multi channel and digital marketing communication strategies with leading global organisations such as Pfizer, Allergan, Johnson and Johnson, Ciba Vision and LG. Extensive experience driving digital transformation with large complex organisations as well as medical practices.

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