Anticoagulation 2.0
Brief
The communication objective of our client’s novel oral anticoagulant campaign in 2019 was to increase advertising weight and boost visibility within the brand category. The campaign targeted cardiologist, internist and neurologist specialists , the Client preferred to communicate via online media channels by display and content placements, and set a media budget of EUR 12,500 + VAT for the 7-month activity running between June and December.
Campaign Concept
Based on the information received in the brief, our media planners proposed the implementation of a unique, solely online, diversified – appearing on several media partners’ platforms – HCP media campaign, made up of display (banner and creative sponsorship) and content (PR articles) placements on HCP websites and in regular and special issue newsletters during a 6-month time interval from July to December.
Media Plan
The media plan of the campaign which contained all the necessary parameters for a professional decision was conferred with the Client in several rounds before approval. The final list of media placements were selected from the portfolio of our media partners: MediaMedica Cassis Hungary, Lifetime Media, Hungarian Medical Chamber, Pearl Hungary and Hungarian Society of Cardiologists in the following structure:
Results
As a result of the HCP media campaign implemented under the care of our Agency’s campaign managers, a reach- and frequency-maximized activity was realized in accordance with the objectives defined by our Client, whereby the requested creative image and educational content messages were delivered to the medical target groups in a diversified way – via various online media platforms.
According to the audited measurement results, target groups of cardiologists, internists and neurologists were reached a total of 66,081 times, in a very high – having applied the estimated multiplication screening method – almost 89% proportion, during the campaign period. Calculated reach frequency showed a high, 2.8 value, while the cost of reach amounted to an undoubtedly favourable HUF 68 + VAT / reach in case of the target groups of medical specialists.
Obviously, the individual results of the present reference campaign do not and can not give a realistic view of the general and overall efficiency of a media platform, at the same time banner placements on the subpage of Hungarian Cardiologist Chamber congress and on Kardiolologiaonline.hu have delivered outstandingly good results, while the results achieved by the publication of a PR article on Elitmed.hu were significantly less favourable than those of other elements of the campaign in terms of value for money.
Further Reference Campaigns
In Competition with the Client
Prescription Antipyretic and Analgesic Product Campaigns in Pairs
Magnesium in Focus
An OTC Product for Magnesium Deficiency
FAQ
Paid media communication, WHAT IS IT GOOD FOR?
PRESENCE: it provides a multi-channel, 360-degree, continuous communication presence for your topic / indication / product among your valued healthcare professional target group, it offers a chance to supplement or even partially trade in your brand’s traditional event activities and sales representative visits
REACH: offers to reach your HCP target group quickly with a high rate of access, high frequency at a favorable cost / reach - and enables your brand to deliver short, impulse-based educational and promotional messages
I know media platforms, WHY WORK WITH YOU?
MARKET KNOWLEDGE: we literally wake up and fall asleep with this on our minds, believe you me, we know and understand this unique segment of media communication better than you…
Through our databases, we have not only gained a complete and detailed theoretical knowledge, but thanks to the 140+ campaigns implemented so far, we now also have empirical knowledge of media partners, channels and placements.
EFFICIENCY: throughout our cooperation we save money for your brand and time for you! We always plan our campaigns based on price / reach and KPI-s, we fully manage the media, creative and campaign aspects of your activities, and for maximum optimization we produce regular analyses, continuous follow-ups on results relying on our real-time and structured data provision service.
TRANSPARENCY: with our help you can finally see clearly! We use independent and professional metrics to measure the effectiveness of your campaign, our standardized and continuous measurement system offers comparability of achieved results either by placement or by campaign.
My target group or budget is small, IS WORKING WITH YOU GOOD FOR ME?
TARGETING: due to the unique operating logic of the pharma sector and the HCP media segment, there is almost no such thing as a HCP target group being too small or its members too few… if you can't count the recipients of your messages with both hands, we will have a targeted and effective solution for you
COST EFFICIENCY: using a professional media buying agency is not really the matter of budget size but rather the number of media partners used … If you want to deliver the messages of your topic / indication / product via only one preferred media partner’s channel (which we do not recommend), there’s no need to involve us, but if you are open to communicate via more than one media partner’s channels, it is worthwhile contacting us because we can implement a complete, diversified activity, with a budget of EUR 5-600, depending on the target group.
Can you achieve better price deals with media partners?
SIZE EFFICIENCY: at least as favourable as what you can get, but taking the average annual 70+ campaigns we manage into account, we can negotiate even better prices with some suppliers, because we purchase from them regularly, not only then and not only for you.
15% agency commission … IS IT NOT TOO HIGH? WHY IS THIS WORTH IT FOR ME?
TIME AND EXPERTISE IS MONEY: By utilizing our unique professional competences, you will be able to communicate more cost- and reach effectively, so you will save money just as you will save time by outsourcing media communication tasks, which ultimately equals money also… We are convinced that you can place confidence in us, there will be so many tasks remaining for you to complete in product management which will not be done without your personal involvement ;o
Contact Us
PHONE
+36 1 336 0955
info@mediamedica.hu
ADDRESS
Sarolta str. 6.
Budapest 1025
Contact Request
Please fill in your contact details and
request a callback using the form below!