Magnesium in focus
Brief
Our Client represents an OTC product for the treatment of magnesium deficiency. Our specialized media agency was assigned the task of conducting a full 12-month HCP media communication campaign for the brand in 2020. The target audience included general practitioners, sports physicians, gynecologists, cardiologists and pharmacy expeditors, a group of healthcare professionals that are heterogeneous in terms of specialisation and overall significant in size in the segment. The communication objective was defined as introducing various products of the portfolio, raising awareness and building credibility for the brand. Total budget reached EUR 30,000 + VAT for the year with priority campaign periods in January-March and in September-December.
Campaign Concept
Based on the professional media briefing provided by the Client, on the number of valuable background materials, information gained and the realistic budget set for achieving communication objectives, our media planners proposed the implementation of a diversified HCP media campaign providing a high reach with high frequency among the target audience, using large-scale display and content placements on multiple HCP media platforms both online and print, with a Q1 and Q3 peak campaign dynamics.
Media Plan
Taking the different media and content consumption habits of the heterogeneous HCP target group into account, the spendings for print and online placements were finally distributed in a 30-70% ratio in the media plan, which was conferred with the Client in several rounds. Print placements were selected from the portfolio of Promenade Publishing House, Vomelin Publishing and Galenus Pharmaceutical Publishing, while online ones from the portfolio of the Hungarian Medical Chamber, the Hungarian Society for Sports Medicine, Pacco, Promenade Publishing House, Vidal Next, Evisit, Galenus Pharmaceutical Publishing and PatikaTV as follows:
Results
In consequence of the well-established campaign strategy that had been developed well in advance, its consistent implementation throughout the year and the regular, quarterly analysis of the results achieved, our professional approach proved to be truly successful and rewarding, the activity delivered excellent results.
The campaign has met all goals and objectives set by the Client without exception, proven by metrics measured before and after the campaign – such as introducing various products of the portfolio, raising awareness and building credibility for the brand among the HCP target group.
Members of the 5 HCP target groups in focus of the activity have been reached with a very high, 89% rate and almost 9-fold frequency value after applying an estimated multiplication screening. The 193,130 contacts made in total during the media campaign and the less than EUR 0.15 cost/reach value showed a significant advantage compared to all other communication platforms our Client had previously known and tried.
The individual results of the present reference campaign do not and of course cannot give a realistic view on the general efficiency of a media platform, however banner placements running in Practicum Novum magazine for Pharmacists and on Pharmindex-online.hu, delivered exceptionally good results in terms of reach, while newsletter special issues sent out by eVisit and The Hungarian Medical Chamber in terms of opening rates. Although the price-value ratio of the reach of sports physicians target audience on oftex.hu proved to be high, but its reach proved to be extensive.
Further Reference Campaigns
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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
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