Pharmaceutical Marketing Case Study: Delivering 110 Conversions from Paid Ads
Impressions
Clicks
Conversions
+140% follower growth for a pharmaceutical company by implementing paid ad lead generation campaigns.
The company offers drug testing kits to businesses to fight against drug abuse. The goal was to generate sales leads for their target customers who wanted to purchase drug testing kits in bulk in order to conduct pre-employment drug screenings on their employees.
The client needed a marketing consultant who understood the pharmaceutical industry. They were looking for someone with a track record of success in B2B marketing strategies, specifically with pharmaceutical digital marketing campaigns on Linkedin. They wanted recommendations on the correct setup of their pharmaceutical digital marketing strategies, to create and manage their ads, and to give CRO feedback on their landing pages.
Our Approach
1
Developed holistic pharmaceutical marketing consulting
Included goals and KPIs, benchmarks, materials needed, phased approach, creative strategy and implementation guidelines.
2
Created a media plan specific to the clients' goals
Mapped out targeting, keywords, campaign and ad groupings, email lists, text ads, sponsored content, budget, bids, flights, and messaging concepts to test.
3
Built and managed pharmaceutical marketing campaigns
Aligned ad sets to target audiences across each platform, copywriting and set budgets and bids.
Strategy through informed research
Through our research, we determined that other pharma companies were providing free sample drug tests in exchange for users’ contact information to attract loyal customers. We set up a sample drug testing campaign utilizing the best-performing targets and ad products, specifically a mix of Sponsored Content and InMail. Additionally, we launched a video advertising campaign to engage users through this highly effective medium. To further increase audience engagement and followers within the healthcare industry, we created and shared more content on LinkedIn.
Solution & Implementation
Targeting
The target audience developed was mostly employers hiring blue-collar workers with an emphasis on locations that had frequent illegal and prescription drug abuse, and pro-marijuana legislation within the United States.
Specifically targeted by job functions such as HR, Purchasing, Sales, and Business Development. We also targeted specific job titles and account lists.
Content utilized
Whitepapers
Blog Posts
Co-branded Case Studies
Ads and reporting
Campaign Performance & Data
270K
Impressions
926
Clicks
110
Conversions
Averaged a CTR (Click Through Rate) of 0.60% whereas the benchmark was 0.35%
Achieved a conversion rate of 12% which is double the standard benchmark of 6% for B2B pharma marketing campaigns
Acquired an extensive re-marketing list based on our social media marketing healthcare campaigns’ results
294 social actions (likes, comments, shares) and over 140% follower growth to the company
Conclusion
Successfully promoted the sale of drug testing kits to the target audience established. Built brand awareness and positioned the client as a thought leader, while driving sales leads for the sales reps to convert. Gathered substantial insights for re-marketing.
Achieved higher than average benchmarks in key categories such as CTR, followers (both organically and paid), and conversion rate, which led to the sales (in bulk) of their drug testing kits.
