Global Pharmaceutical achieves 60% content engagement rate

Project overview

Via a series of video content, brand teams gained the ability to reach and engage with healthcare professionals.

The brief

As part of their digital customer journey campaign, this global pharmaceutical business wanted to find ways of engaging with healthcare professionals whilst delivering technical product information.

The brand team wanted to focus on the recurring topic of optimising inhaler techniques and highlighting common inhaler errors with healthcare professionals. In a bid to achieve enhanced accessibility and consistency of information, the brand managers wanted to move away from traditional paper-based content formats in favour of digital information that would be accessible across devices.

hcp-face-image-flipped

The action

Harnessing the power of rich media formats to drive engagement.

healthcare-video-content-taller

In response to this need, our content gurus investigated a range of potential content formats. We knew that going digital would be a new experience for many, who were accustomed to traditional product information pdfs and one-page brochures. With the end-user remaining at the heart of every decision, careful consideration and research were required in order to find a digital format that was user-friendly and accessible to all.

The advancement of technology and increasing accessibility to social have resulted in the rise of rich media content formats. Video, for example, is now a key resource for digital marketers, with video content outperforming any other content format across all digital channels.

Power of video

The initial Discovery, which involved a performance review and technical audit, attributed the reduction in traffic to several factors, with a lack of search engine traffic causing the biggest loss of visits.

54% of consumers want to see more video content from a brand or business they support

87% of marketing professionals use video as a marketing tool

88% increase in the average users time on a website with a video

72% of people would rather use a video to learn about a product or service

95% more likely to remember a call to action after watching a video

Achieving results

To give brand teams the ability to reach and engage healthcare professionals through digital channels, our team used a tactical approach, adding a series of targeted video content to dedicated landing pages.

Our UX experts adhered to best practices concerning page layout and content flow. The result was a logical yet effective campaign landing page which worked across devices and browsers, with clear touchpoints to help users navigate through the content.

Post-implementation activity was undertaken to ensure all content was tracked to highlight how powerful the new-style landing page is.

The impact

Our endeavours resulted in far greater engagement rates compared to other more typical landing pages.

%

Engagement rate

%

Increase in time on page

%

Increase in returning users

%

Increase in brand recalls

Ready to start your project?

Get started