In competition with the Client
Brief
It’s rarely possible to compare the effectiveness of two media activities transparently, but in 2020 we had a chance to participate in a „media campaigns competition” organized in parallel by our Client and MediaMedica to support a prescription antipyretic and analgesic product with nearly the same budget and timing.
In this case, communication was aimed at adult GPs and pediatricians who are present in large numbers in the HCP target group segment. Both the Client and our agency had the challenge of building an intensive media presence focusing on the Q1 period, from a budget of EUR 4,150 + VAT each, the objective of the campaigns was defined as reaching the target audience with short, impulse-based content messages and maximizing reach frequency.
Campaign Concept
Based on the background information and objectives provided by our Client, our media planners proposed the implementation of a diversified – appearing on various media platforms – online HCP media campaign with intensive campaign dynamics which uses spectacular displays and attention-grabbing, sometimes even astonishing short content placements that maximize reach and frequency.
Media Plan
Two different approaches for possible placements of the campaign were presented to the Client by our media planners in the form of 3 media plans. Conferred with the Client in several rounds, our specialist agency chose placements from the platforms of media partners Pearl Hungary, Promenade Publishing House and Vidal Next-, while the Customer selected media partners Cassis Hungary, Pacco and the Hungarian Medical Chamber to deliver the following plans:
Client’s Media Plan
Results
Although campaign plans of both the Client and MediaMedica have been developed in a very thoughtful and competent manner, the differences in effectiveness showed – resulting from the comprehensive market knowledge and the experience gained implementing 140+ previous media activities.
Comparing the metrics, it was found that MediaMedica’s campaign had proved to be more effective. As a result of inter-campaign re-orders, the Client eventually purchased placements in its own campaign for EUR 5,050 + VAT in total which is 16% more than MediaMedica’s spending of EUR 4,285 + VAT.
Media mixes showed a very significant difference in terms of the two primary KPIs – 297% in reach of the target group (Client 43,538 AV vs. MediaMedica 129,167 AV), and 350% in terms of cost/reach value (Client HUF 41.85 + VAT / reach vs. MediaMedica HUF 11.95 + VAT/reach.
Further Reference Campaigns
Magnesium in Focus
OTC product for the treatment of magnesium deficiency
Anticoagulation 2.0
Prescription new oral anticoagulant (noac) campaign
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!