How to create actions to boost programs in the pharmaceutical industry?
In a relaxed and productive chat, Eric Klein talks with the digital nomad Luis Chelles, a performance specialist here at Amplifica Digital about how to boost programs in the pharmaceutical industry, which often launch programs that don't always have digital visibility. In this way, we decided to talk about how to generate actions for engagement within digital.
Enjoy reading!
Is organic traffic important?
Certainly, it is not worth making a very good website, but not paying attention to the origin of website visitors. As in a physical store, you have visitors, but you also need to pay attention to attracting people through other channels, so we have performance and organic traffic.
There are several ways to attract engagement, that is, traffic to the website and to the patient program in the pharmaceutical industry. It is important, for example, to focus on the path of the user and the questions that this user asks, that is, to return the site to SEO and to be useful to the user.
When we talk about SEO, we must think about all the structures of the site and the role that each page plays within the user's journey in order to have an excellent performance.
The site must be prepared to answer the user's question, that is, think of the keyword on each page, answering questions about the pathology and hierarchizing the structure of words.
About keyword competition, it can occur in several other niches, which is why organic traffic takes so long to grow within a medium to long term strategy.
Paid traffic and keywords
NWe cannot fall into the fallacy of thinking that our product or program is unique, after all we may not compete in the market, but the keywords are certainly used by other businesses and consequently we also compete for this public. Sometimes the product can be completely different, and yet the keyword or terms are the same.
As specialists, our role is to analyze this context and indicate to the client whether or not it is worth growing within each keyword strategy, be it SEO and performance with the investment and time available.
Performance actions to increase the visibility of the program in the pharmaceutical industry
Performance is a process of accelerating supply. Conquering fluid and recurring traffic, you speed up the process with sponsored ads.
There are different actions: first the list of words to be worked on; not only for research, but for display, to work on brand recognition.
All these campaigns require time to get the idea in the minds of both people and doctors, and it is worth remembering the importance of not focusing on just one channel, but distributing actions, after all, each one of them reaches the public in a different event. With this distribution and performance, you achieve different gains related to your return.
The main digital channels for advertising are: google ads, meta ads.
From this, how to structure these actions?
Actions where the target is not actively seeking the solution but is aware of it from the ad:
- YouTube and Google display for branding
- Target for brand awareness
"Sand you don't have good ads, you could end up with a good business”
In addition to thinking about structural actions, it is necessary to put the main point on the agenda: the human factor. I mean, who are these people? How do they behave and how are they attracted? Thinking about this journey, the path of those who already have the diagnosis of the journey is very different from those who are still learning about the pathology.
There are tools like GA4, which show the journey and behavior of each age group at each point of contact with the company on digital.
“There is no magic formula”
If someone sells a ready-made formula, that formula is wrong. There are different moments, sometimes the same product has a different arrival in the market and in the public, after all, the public changes and the competition changes constantly.
An important point in this is: you can't skip steps!
There is a process and it has to be followed. The site has just been made, it needs to start generating data, knowing its audience, and then getting closer and closer to the target audience, from tests and changes to improvements for the end user. There is no autopilot. Even in a campaign with a long maturity time, it will need changes and improvements.
How to analyze performance within Google Ads
There is prior research that must be done. The marketing team has a base, but in addition there is the possibility of encountering unusual situations. Like unimaginable competitors, competing with words or correlations not previously thought of.
Throughout the campaign you will receive information about the competitors of the auction you compete for, nNaturally, after a while the performance campaign is live. Sometimes even the company that is its biggest competitor does not even appear in the auction, but someone very unknown. Because he sells a specific medicine, prepared for that specific competition. Without a professional behind this strategy, it's easy to enter the Google ADS auction and be swallowed by the illusion of competing with words or brands that do not give return for your business or your product.
When talking about programs for patients in the pharmaceutical industry, we are talking about pathology, that is, we cannot advertise patients, but actions aimed at the program, working with informative sites and campaigns that guide the user. In this sense, we often compete with sites that only provide information about these pathologies.
Competitive performance in Meta Ads for programs in the pharmaceutical industry
Competing on these program platforms in the pharmaceutical industry requires even more preparation, along with the ad library to view your ads. After all, from this you understand what they are working on, how they are focusing. And even so, looking one by one, you find in practice all kinds of competition, often not even part of the niche.
Measuring performance results
We must build dashboards to have visibility and observe what is resulting in conversion and look at the patient, analyzing what data to observe. It is essential to respect the processes, first of all, the time, that is, wait to have enough data to have concrete information. Depending on your budget, one week is not enough. Sometimes, for the same pathology, different types of tests and campaigns are suitable.
The main initial indicators are the bounce rate, after all, a high rate shows that your site is not delivering what the user is looking for. Observe if it is within the market average, in your specific niche. From there, review where the user is going, if the button and the expected action are clear. Conversion rate, engagement rate, and the other stages of the funnel.
It's no use for the user to arrive at the site with a good top of the funnel in the campaign, if inside the site, on the path to conversion, there is no clear path, with many clicks, with no obvious benefit. Each stage has its metrics to be evaluated.
Observe who your user is and find performance
The age group and the means of access that influence the format of the user's offer and the path that this user must take. Introducing the human process is often a differential, depending on who accesses the site, at which stage it “stuck”, getting someone to call, a person to talk to, can be what influences customer satisfaction and a successful purchase.
What to expect from the optimization results?
As a specialist, we know that the process is a matter of construction. We had a case where the website we created was shared for the entire team to give their suggestion, and although the result was wonderful, no one took into account that the team was not the site's target audience.
We initially optimize by evaluating the behavior of real users within our website. From this data we ask the basic questions, how and why didn't they register or why didn't they convert? Sometimes the button does not work via mobile, which greatly influences whether the highest number of hits was via mobile.
There is no ready formula
Sometimes turning things off or adding things like budget allocation, keywords, ad groups. Who optimizes a campaign are the results, and we are the hands that interpret these results and put them into action.
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