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Pharma Optimizing Digital Strategy

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Our client—a top pharmaceutical manufacturer struggling to prioritize digital options—needed …

Our client—a top pharmaceutical manufacturer struggling to prioritize digital options—needed
help to understand how to leverage online media for maximum impact and ROI. While online
advertising had proven to be highly effective for information seekers, its use as a brand
awareness medium was unclear to our client. They sought to understand:
• Which digital media tactics – banners, video, educational and brand web sites, viral
marketing, etc.—were best at driving brand impact?
• Which types of media indexed highest for their audience segments, defined by
demographics, behaviors, and attitudes?


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  • 1. O n L I n e A d v e R T I S I n g e f f e c T I v e n e S S Optimizing Digital Strategies and TacticsThe Client Quantifying a Brand’s Most EffectiveA top pharmaceutical manufacturer and Efficient Digital MixThe Challenge Our client—a top pharmaceutical manufacturer struggling to prioritize digital options—neededUnderstand how to leverage online help to understand how to leverage online media for maximum impact and ROI. While onlinemedia for maximum impact and advertising had proven to be highly effective for information seekers, its use as a brandROI: awareness medium was unclear to our client. They sought to understand:• Which digital media tactics best • Which digital media tactics – banners, video, educational and brand web sites, viral drove brand impact? marketing, etc.—were best at driving brand impact?• Which types of media indexed • Which types of media indexed highest for their audience segments, defined by highest for their audience demographics, behaviors, and attitudes? segments? Our SolutionThe Results Symphony Advanced Media technology tracks and gathers brand response for every digitalWe gathered brand response exposure across the online spectrum to produce valid, comparable measures of brand andfor every digital exposure across sales effects.the online spectrum help quantifythe brand’s most effective and • Isolates each online tactic through experimental design to produce comparable lift metricsefficient digital media mix. • Large sample sizes allow extremely granular analysis, including effectiveness by site andOptimization models helped the tactic against target audience segmentsadvertiser understand the optimal • Optimization models help the advertiser understand the optimal allocation of the onlineallocation of the online spend, spend, factoring reach, frequency, effect, and costfactoring reach, frequency, effect,and cost. Results Quantification of the brand’s most effective and efficient digital media mix • Optimization models helped the advertiser understand the optimal allocation of the online spend, factoring reach, frequency, effect, and cost • Isolation of each online tactic through experimental design to produce comparable lift metrics — 18% gain in awareness among target for banners — 22% gain in brand opinion for video — 28% gains in consideration for web site visit • Large sample sizes allowed extremely granular analysis, including effectiveness by site and tactic against target audience segments info@symphonyam.com www.symphonyam.com 415-352-4000
  • 2. OnLIne AdveRTISIng effecTIveneSS Optimizing Digital Strategies and Tactics Impact to the Organization What We Can Do Today, the measurement program is standard in the brand marketer’s toolbox. Both internal For You teams and external agencies calibrate every dollar by its effect, and track changes over time If you need to optimize your digital to keep pace with consumer behavior. investments, we can help. • Program has expanded to include pre-testing and in-flight optimization • Immediate visibility into the • Benchmarking enables the marketing function to set goals and incentives for tactical performance of Web campaigns marketing teams • Optimize media allocations and • Predictability of data-driven metrics gives the organization confidence in its decisions creative messaging and activities, and defensibility against budgetary pressures • Use brand metrics lift to compare multiple campaigns over time • Identify when the campaign is successfully impacting consumer decisions • determine whether the campaign is achieving objectives Dashboard reporting: • campaign Impact Lift and norm • campaign Performance • Audience exposure • competitive Share • creative PerformanceBrand Awareness, Purchase Intent, Control v Exposed info@symphonyam.com www.symphonyam.com 415-352-4000 © 2011, Symphony Advanced Media. All product names herein are the properties of their respective owners. 6/11