Continue reading to uncover perceptions of HCPs and customer impact driven by the most-viewed digital campaigns in the oncology market.
Higher physician impressions lead to higher brand association
Pharma brands with higher impressions (views) have slightly better brand association with HCPs but impressions do not have any impact on its perceived effectiveness. With no strong relation between the impressions and the effectiveness, it becomes imperative for pharma marketers to care about more than just impressions.
Right information in easy-to-read format makes ads effective
Indication and efficacy-related information are the most important followed by safety profile. Simple designs with large fonts increase the chance of grabbing attention.
“It is clear and to the point. I like that it looks like a prescription and like a prescription pill box and has the name of the trial and I which is easily recognizable.” - An oncologist about LUMAKRAS ads
XALKORI’s banner ad was most effective in comparison to the other four brands tracked. Moreover, it was also rated the best on most of the effectiveness metrics – highly driven by the “relevance of information”.
This poster ad contains the most information out of the ones that were tracked. The HCPs specifically noted the clearly called-out indication, the NCCN recommendation, and the link to clinical data as being particularly helpful. The effective use of space for the detailed data when compared to the other banner ads was noted as the key differentiating factor.
Generic design with little information is frowned upon by oncologists
Digital ads with a generic design and little product information were viewed as "ordinary" and "not interesting enough to click". These ads were rated low on all effectiveness metrics.
HCPs poorly rated the LORBRENA banner ad, which only contained the link to the HCP website and safety information, and the IBRANCE’s banner ad, which only contained link to explore new data and safety information. For both these ads, more than a third of HCPs' first reaction called out “lack of actual product information” on the banner.
Is digital ad effectiveness important?
We saw earlier that impressions do not drive the effectiveness of an ad, and we have identified the traits associated with effective campaigns. But are the effectiveness scores really important? Does it really matter how HCPs perceive the ad?
YES. In fact, there is a high correlation between perceived effectiveness and the likelihood for HCPs to take real-world actions like information seeking and initiating conversations with colleagues and patients.
Effective ads are likely to make the HCPs seek more product information. Making these information accessible to them easily is an essential part of moving them through the funnel.
Key takeaways for pharma marketers
- Higher impressions of digital ads lead to better brand association, but does not always mean better effectiveness. Hence, pharma marketers need to care about more than impressions.
- Effective ads leads to real-world actions and making an ad effective involves: 1. Engaging and unique product information 2. Making it easy to read (fonts, colors, and layout) 3. Including indication- and efficacy-related information
- Along with the quality of information, a unique design would help the poster ad to stand out from the crowd.
Altogether, this means that tracking the impressions alone for your digital campaigns is not enough. To optimize for real-world outcomes, you need to be tracking real-time perceptions as well.
To that end, ZoomRx has designed a unified platform of next-generation digital tracking and market research techniques to allow you to optimize your digital content in real-time.
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