Thinking (Way) Outside the Box
Smarter buying of "traditional" online inventory will dramatically improve online ROI. But to really maximize returns on your
marketing dollars, you also need to think differently about the online media landscape as a whole. That means reaching beyond
the normal channels and exploring the newer terrain of social media and user-generated content.
At first glance, this horizon may look not just unfamiliar but downright bleak to an advertiser. Click-through rates (CTRs),
a standard metric, are notoriously low on social media sites such as MySpace, Facebook, and YouTube. Valleywag, for instance,
quotes one media planner as saying, "Facebook was consistently the worst performing site on just about every campaign we ever
ran with them." Their example cites a CTR of .04 percent—well below the online industry average of .21 percent listed by MarketingSherpa.
While this may seem like unfamiliar terrain to pharma marketers, with the right approach it can be quite effective.
The true promise of social media lies in using them in a way that fits the form, not forcing the ad model to function where
it doesn't belong. In the social media world, you have the chance to engage with the active social media participant who may
be a brand maven in hiding. Capitalize on the inherent, outspoken nature of bloggers; allow them to become your brand stewards
and your media planning partners. Sites like
http://Brickfish.com/ and
http://wegohealth.com/ have already taken the step to mediate such interactions.
In addition to social media partnerships, pharma marketers must explore other innovative digital tactics that have the potential
to reach consumers in powerful, diverse ways. For instance, branded widgets—portable, downloadable tools that users can post
on their Facebook page, download to their desktop, or install on their iPhones—provide users with real utility while offering
advertisers a messaging platform that doesn't require banner ad space. Some pharma companies are already developing tools
for filtering specialized healthcare content, pollen-trackers for allergy sufferers, and bathroom guides for those suffering
from an overactive bladder. By introducing your brand in a subtle, yet informative and interactive way, you build a trusting
relationship from which both parties can benefit.
Leap from the Status Quo
Being a dollar short and a day late in the digital realm was never a smart strategy for pharma marketers, but now it's downright
dangerous. By looking at problems as opportunities and thinking beyond the 'normal' digital channels, we have the opportunity
to break away from the status quo and generate superior results.
Lee Slovitt is senior media director at Heartbeat Digital. He can be reached at
lees@heartbeatdigital.com
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