Marketing Strategy

2. Leading through enabling future conversations
Developing a targeted and optimal social media marketing plan for Codix wellness products

3. Beyond Background
Rhetoric
Codix Pharma Limited is a fast-growing, ISO 9001-2015
certified pharmaceutical company working to improve the
health of the nation. Further to the advent of the COVID-19
pandemic combined with an increased awareness and
consciousness for a new and healthier lifestyle by
Nigerians, there has been a yearning for a healthy lifestyle
partner which could either be tangible, intangible or both.
While the state of healthcare in the country hasn’t been
the most encouraging, technology and access to
information has greatly enhanced the sector and catalyzed
new standards and expectations by consumers. Although
the shift might be temporary and reactionary, it should be
our intention to develop this conversation as a preferred
lifestyle anchored by Codix Pharma and supported by its
innovative products. Our communication shouldn’t just
focus on patients who have been asked to procure these as
a result of diagnosed health conditions but on those
interested in general wellness as a preventive measure as
well.

4. Our
Wellness
Portfolio
Finetest Blood Glucose Meters – For monitoring and
measuring blood sugar in diabetic or non-diabetic patients
COVID-19 Ag. Home Test Kit
Multivitamin Supplements (Vitamin C + D, essential
multivitamins and antioxidants)
Blood Pressure Monitor
Malaria Rapid Test Kit

5. Situating our strategy within
market realities
• Wellness is usually a reactionary activity for many Nigerians as there is little
faith in the health care system and most people will prefer to avoid the truth
about their health conditions
• Testing as related to vital signs, non-communicable diseases and COVID-19 is
only carried out by most Nigerians either reluctantly or as a mandatory activity.
• There’s a popular belief that COVID-19 and malaria are not as dangerous in
Nigeria compared to other western countries.
• Almost every Nigerian believes in his/her ability to diagnose malaria and
prescribe medication accordingly. It’s a household disease for us.
• The purchasing power of Nigerians continue to dwindle as a result of
hyperinflation, high costs of goods and services and foreign market events
especially the Ukraine invasion.

6. Our targeted approach
We are looking to leverage a smart and tactical
digital marketing campaign which would help
create awareness about the products and convince
Nigerians to purchase the kits and supplements as
a way of detecting, monitoring, and improving their
health status. The campaign seeks to introduce the
kits and supplements as a healthy companion for
daily use , sickness prevention not just for
treatment alone as well as one which could
possibly create a sense of relief for individuals. The
campaign approach will create pictures of similarity
among the audience and discuss health matters in
a relatable way. It will explore creative conversation
strategies which will be perceived as engaging.

7. Goals
• Increase brand awareness
• Drive customer engagement : offline
and online
• Create an avenue for sales
conversions – E-commerce platform
and other points of sales

8. Objectives
•For brand awareness: creating messages
that inform about the availability of
different products that target issues
surrounding COVID-19, malaria, high
blood pressure, diabetes and general
wellness as well as emphasizes brand
values focused on innovation.
•Engagement: sharing relevant and
engaging content, using relevant
keywords and hashtags, relating content
with present trends, using strong CTAs.
•Sales: giveaways, paid promotions,
influencer marketing.

9. Intervention
The provision of free products as
giveaways for quizzes and
engagement activity. This will be
used discretionally for high-appeal
posts as well as provided to selected
influencers.

10. Understanding our
Target Audience
GENDER: Male & Female
AGE: 21- 85 years old. The core audience are between 25 and 60 years old.
SOCIO-ECONOMIC STRATA: Upper - Middle class
OCCUPATION: Top professionals, business owners, managers, retirees,
pensioners, who are well travelled, health conscious and care deeply for
themselves and their families.
LOCATION: Lagos (urban dwellers), Calabar, Abuja, Ibadan & Rivers.
PAIN POINTS: All-round wellness, security of family and aged loved ones with co-
morbidities against Covid-19 (despite vaccination). Reduced healthcare cost
INTERESTS: Living Free and Living the Best Lives

11. Digital Marketing
Strategy Pillars
• Website Development / SEO
• Social Media Marketing
• Display Advertising
• Influencer Marketing

12. Brand Voice
Informative / Insightful
Educational / Intelligent
Realistic / Lifestyle Familiar
Trustworthy / Reliable

13. Website Development and SEO
Our strategy is heavily dependent on an optimized customer journey which directs traffic from
social media to specific landing pages focused on Codix Pharma and the Winwell.ng websites
where customers can learn more about the corporate brand and also convert via the e-
commerce website. Consumers can also be directed towards other offline and partner channels.
Website: Codix Pharma – 90% Completion ( Outstanding content and migration)
SEO: Keyword strategy to follow website conclusion. Examples: Healthcare, Healthtech,
Diagnosis, Wellness, Blood Pressure, Diabetes, etc.

14. Social Media Marketing:
Facebook, Linkedin,
Twitter and Instagram
Content Pillars
Educational
• Share brand values : Infographics on facts & myths about certain
supplements or non communicable diseases, how to achieve optimum
wellness in the home, office etc, monitoring your vitals and boosting your
immune system etc.
• Provide product information: what it can do and why they need it.
• Share industry news & articles.
• Give expertise e.g Living with COVID-19/High Blood Pressure/Diabetes in
2022, how to check your vital signs at home, what not to do when you have
malaria etc
• Share a life hack or tips e.g healthier ways to prepare meals for a diabetic, 3
reasons why you should take supplements etc
• Host lives to aid engagement with potential buyers, etc.

15. Social Media Marketing:
Facebook, Linkedin,
Twitter and Instagram
Promotional
• Offer a freebie
• Repost influencer content: Incorporate influencer marketing to assist with
advocacy and storytelling.
• Share customer testimonials if available
• Share user generated content
• Host a giveaway
• Run ads when new products, promo, giveaways or updates are available.

16. Social Media Marketing:
Facebook, Linkedin,
Twitter and Instagram
Personal
• Meet the team e.g meet Mrs Mary- Director, Marketing- 5 fun facts about
her
• Weekly quotes from CEO, Managers, team members etc
• A day in the life of a Codix staff
• What we did this week at Codix Pharma
• How we stay productive at the office

17. Social Media Marketing:
Facebook, Linkedin,
Twitter and Instagram
Content Creation and Curation
• A monthly content calendar, which should include
clear images, videos, graphics and engaging reels.
• Posting times can be between 10 a.m - 5 p.m
(subsequently this can be changed to times when
audience is most active using analytics)
• Posting frequency: 3 times a week
• Monthly Analytical report

18. Social Media Marketing:
Facebook, Linkedin,
Twitter and Instagram
Metrics
These will help you keep track of the goals and inform about what is
working and what is not.
• Total Reach: shows you how many users in total have seen your
content.
• Impressions: shows how many times a post appears on people’s feed.
• Engagements: includes all actions taken by your audience after seeing
your content e.g likes, shares, comments and saves.
• Profile Traffic: shows the number of times users visited your profile
and clicked on the hyperlink in your bio.
• Conversion Rate: shows the number of conversions gotten with
interactions.

19. Social Media Marketing:
Facebook, Linkedin,
Twitter and Instagram
Tools
• Google Analytics- Website analysis
• Canva, Photoshop - Graphics design
• Pinterest - Content ideas
• Airtable - Content planning

20. Intervention
• There is a need to ensure
consistency in design across
social media posts to drive a
unified visual language.
• Posts for Linkedin should exude a
thought leadership character.
This will explore articles and blog
posts.

21. Published social media posts.
Visit link below to access content calendar
https://docs.google.com/spreadsheets/d/1Lp_RaHjVmJCFN
_LSKnsquHJjGGts9AVOQyX5BkrLSzM/edit#gid=0

22. Display Advertising and
Promoted Posts
This explores creating an advert to be featured on high traffic
sites as ranked by Google or on specific third party aggregator
sites. For this campaign, we have selected Pulse.ng for one
promoted post in line with our budget. The exact post will be
decided in collaboration with the team. The advertising
format will most likely be a combination of text and image
and could also explore a gif.

23. Influencer
Marketing
Leveraging influencers with a sizeable
followership and engagement level whose
content and values are in-sync and relatable
to those of our brand. This allows for user
endorsement and ensures that our content
reaches more eyeballs across social media
channels.
The proposed influencer for this campaign is
Aproko Doctor -
https://instagram.com/aproko_doctor?igshid
=YmMyMTA2M2Y=
Status: Negotiations ongoing based on
available budget.

24. Anticipated
Risks
• The online restrictions associated with labelling COVID-19
information and promoting such – There needs to be a
creative content manoeuvre to overcome this.
• Limited budget in terms of paid activities and third party
negotiations – To maximize as best as possible under the
circumstances
• A portfolio strategy will mean that we are selling a bundle
package to each consumer even if they might just be
interested in one – this could affect single mindedness in
communication
• Unattractive nature of health conversations on social media
– Leverage disruptive visuals, channel optimization and
influencers
• Absence of significant offline events and activations which
can also help close out the loop – Explore the creation of
online events or available partnerships