How do brands receive publicity? It’s not just from their catchy advertisements; social media is what makes it possible. Whether it is a disease awareness, as I had discussed in my presentation last week, or simply the launch of a new product, social media receives the most traffic and it is a great way to show off what you got.
With the combination of interviews, past internship experience, and other research I have conducted on my own, I would like to present my own guide on the best strategies when it comes to a disease awareness or a “product awareness”.
1. Type of Social Media/Technology Platforms to Use
Several ways that you could use social media is for the traditional Facebook, Twitter, Instagram, Snapchat, etc. You can also utilize email services to create e-mail blasts, something I was able to work on during a disease awareness campaign at my internship. Whether you decide to use Snapchat, e-mail’s, or both, make sure you have conducted efficient research on what platform will be worth your while. Snapchat would not be appropriate if you want to create a disease awareness about Alzheimer’s because it is geriatric and that age group most likely does not use Snapchat. The same is true for HCP’s, you would want to utilize a site like Doximity, which allows health care professionals to communicate via a network. The site is also mobile which makes it convenient for HCP’s who are on the run. Also, if you are creating a mass e-mail blast, make sure that it is compatible on different e-mail servers and looks exactly how you want it to.
2. Branding and Messaging
According to Accenture’s research, consumers want a consistent, personalized and on-brand experience. Therefore, it is important to be mindful of the branding and messaging. All of your digital platforms should have a consistent message throughout no matter where you are in the world. The type of consistency to consider is color, theme, tag lines, fonts and copy across e-mail marketing lists, social media platforms and other forms of communication that are being utilized to promote your brand or disease.
One of the projects that I worked on during my internship was for a disease awareness campaign called Hypoxia Exposed (precisioneffect, Boston, MA). It worked well because there was consistency to it. The colors were used in every type of platform we used, which included but not limited to, a website and infographics. As Hafiz Muhammad Ali states, your website is an important place to create your brand theme. (precisioneffect, Boston, MA)
The colors on their old website were consistent to their infographics and other platforms they used. The colors were expertly chosen as well to be bold enough that one would associate those colors with the disease awareness campaign. Also, the pharmaceutical company that we were creating this campaign for wanted their messaging to be international. The websites that were created were consistent throughout the world and did not change drastically depending on where in the world you were looking at the site. The only thing that drastically changed which is important to do, was the language. It is important to create consistency with your campaign no matter who is looking at it and to tailor specific things like language to the audience as well.
3. Tap Inside the Consumer’s Head
In order to have the best possible experience for the consumer, you have to use buyer psychology. It is important to use analytics and research studies to back up decisions. The advertising agency that I interned at uses interviews to better understand the disease and tap inside their target audience more effectively. The better you understand the product you are trying to sell and why consumers, patents, HCP’s or whom ever your target audience is that would be interested in buying the product, the more effective you are at your job.
4. Leverage Data from Analytics
New tools keep popping up that allows site owners to evaluate the traffic on their site and develop smarter pages based on demographics, user preferences, interest, devise and other factors as well. Real-time data and more user-intent related metrics can show us what users are more interested. It also allows companies to save money because they can see what content is being viewed and what is being overlooked. These metrics were taken from precision effect’s old disease awareness campaign called Hypoxia Exposed. It shows what sites Hypoxia Exposed has been searched the most as well as the average time spent on the features of the website such as “Insights” and “Explore Hypoxia”. These tips I cover in this post are only a mere glimpse of what goes into a campaign. A special thanks to Olivia Story at precision effect for taking her time to provide me with lots of information and power points that she has helped to work on!
precisioneffect, Boston, MA