KLICK HEALTH & WEGO HEALTH DTC: SOCIAL MEDIA 2019 · DTC Forum on Social Media WHO ARE THE PATIENT...

KLICK HEALTH & WEGO HEALTHDTC: SOCIAL MEDIA 2019

DTC Forum on Social Media

• 11,000 Rx Ads Database

• Patients v. Marketers

What were you thinking?Social ads in pharma

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AGENDA

2

• 5 min. 11,000 Facebook Pharma Ads

• 20 min Patients v. Marketers

• 5 min Q&A


DTC Forum on Social Media 3



MAINTAINING THE KLICK SOCIAL PROPERTIES DATABASE

• Manual Scans

• Facebook recommendations

• Enlist comrades

• Share lists

• Digital Health Coalition

• Manhattan Research

• Facebook

• Ongoing updates



STAYING ON TOP OF PHARMA SOCIAL

39

448FACEBOOK

364TWITTER

37LINKEDIN

17PINTEREST

8TUMBLR

94INSTAGRAM

204YOUTUBE

A WORD ABOUT THE PROPERTIESKlick’s tracked properties include only Corporate, Branded, and Unbranded properties for prescription therapies and the manufacturers. We have been tracking these

properties since 2013 and our lists include those which are both active and inactive. Snapchat is not included because all advertising so far is direct on the platform and

brands do not operate accounts. Some platforms like LinkedIn are known to be low for the number of properties that will exist in market.



The second most popular

page type in the US talks

about disease state and acts

just like unbranded display

ads.

Each pharma company has at

least one corporate property

similar to its corporate website.

These pages tend to highlight

employees, R&D, conditions in

which the firm specializes, and

other corporate activities.

BRANDED UNBRANDED/DISEASE STATE

CORPORATE ETC.The most popular Page

type allows marketers to

run ads all about the brand

itself, including full claim

with ISI for both patients

and HCPs.

PROPERTY & CONTENT TYPES

6



KNOWN FACEBOOK PROPERTIES

466KNOWN PROPERTIES

352ACTIVE

217BRANDED

(185 ACTIVE)

115UNBRANDED(86 ACTIVE)

FACEBOOK FIRSTIt’s still a Facebook First world for pharma and the Klick properties span six years and uncounted updates. The database holds 114 inactive properties as well as the active

corporate, branded, and unbranded ones. The branded and unbranded product pages get the most attention and our analysts are always looking for more to add to the

database.

7



METRICS OF ACTIVE BRANDED PAGES

43COMMENTS ON

142COMMENTS OFF

42BLACK BOX

143NOT BLACK BOX

87“SHELL” PAGES

98PAGES WITH POSTS

105GEO-BLOCKED

80NOT GEO-BLOCKED*

23%

77%

23%

77%

47%

53%

57%

43%



LOOKING AT THE CONDITIONS IN THE KNOWN FACEBOOK PAGES

9

16.4%5.9%5.9%

5.6%5.2%

4.9%4.9%

4.5%4.5%

3.5%3.1%

2.4%2.4%2.4%

2.1%2.1%2.1%2.1%

1.7%1.7%1.7%

1.4%1.0%1.0%1.0%1.0%1.0%

0.7%0.7%0.7%0.7%0.7%0.7%

0.3%0.3%0.3%0.3%0.3%0.3%0.3%0.3%0.3%0.3%0.3%

CancerDiabetes

Reproductive HealthImmunology

Multiple SclerosisHemophilia

DegenerativeCardiovascular

DermatologyMigraine

COPDCycsic Fibrosis

HIVAddiction

Mental HealthNeurology

Eye HealthAsthma

CosmeticHepatitisVaccine

IBDConstipation

HAEUrinary

AllergiesMeningitis

HospitalLiver Disease

GERDLupus

Animal HealthInfectious Disease

SweatingPKU

CoseticAntivenom

Bone HealthNasal Polyps

feeding tube adjunctWeight LossFibromyalgia

ParalysisHead Lice

11

9

5

3

2

1

1

1

Cancer, Breast

Cancer, Blood

Cancer, Lung

Cancer, Other

Cancer, Multiple

Cancer, Brain

Cancer, Gastro

Cancer, Colon



FACEBOOK (AND INSTAGRAM) ADS DATABASE

245KNOWN ACTIVE PAGES

245REVIEWED PAGES

174SPONSORING PAGES

11,370SPONSORED ADS



AD TYPES



CTAs BEING USED

12

82.1%

10.2%

3.7%

2.5%

0.6%

0.4%

0.3%

0.1%

0.1%

Learn More

Sign Up

Watch More

Download

Contact Us

Call Now

Send Message

Subscribe

Shop Now



VIDEO IS THE NEW IMAGE

13

Video, 53.7%Image, 40.4%

Carousel Image, 4.3%

Carousel Video, 1.6%



MESSAGE CONTENT

PRODUCT BENEFITS, INC. REMINDER ADS

PATIENT TESTIMONIALS AND STORIES

COPAY AND FINANCIAL OFFERS

PATIENT SUPPORT PROGRAMS

FORMULARY INFORMATION

PHYSICIAN-TARGETED INFORMATION

DOCTOR DISCUSSION GUIDE DOWNLOADS

PATIENT EVENTS

LIFE TIPS, CALENDAR EVENTS

PAID CELEBRITY SPOKESPERSON

PAGE LIKE TARGETING

TALK ABOUT PLATFORM & ACTIONS





Supplied the patientsTarget: 30

Actual: 140

Supplied the marketersTarget: 50

Actual: 5749 from Klick Wire

8 from DTC attendees



WHO ARE THE PATIENT INFLUENCERS?

1

7



• 95% are on Facebook properties

(FB and IG)

• 60% use Twitter which is a

significant over-indexing from

general population

• 25% use YouTube for health

information, a significant under-

indexing

By their nature, patient influencers are multi-platform with Health information



• It is likely that the patient

influencers are being modest

with their self-assessments

• The micro-influencers who

participated in the study will

have a good handle on what

their groups think and feel

Influencers are humble but influential



• It’s not surprising the

influential patients use social

with considerable frequency

in their lives

• A full 54% talk about health

topics, including migraine,

once a day or more

Influencers are on social all day, and 50% talk health once a day or more

All Purposes

Health

54%

55%



• Many migraine patients look

at content in small chunks

but some are more engaged

• Getting to this audience

requires content that can

find them when they’re

online

45% of migraine influencers spent 1 hour or more on the topic per day

Migraine ContentAll Purposes



THE ADS

22

Changes to a

text-oriented

video with a

white background

Action-oriented

carousel with

6-second

boomerang clips

Emotive long-

form video (30-

seconds) that

talks about

stigma of

migraine

Text-oriented

animated ad unit

optimized for

sound off

environment

Traditional

carousel with

images telling

story across

multiple panels

= view rate



Changes to a

text-oriented

video with a

white background

Action-oriented

carousel with

6-second

boomerang clips

Emotive long-

form video (30-

seconds) that

talks about

stigma of

migraine

Text-oriented

animated ad unit

optimized for

sound off

environment

Traditional

carousel with

images telling

story across

multiple panels

THE ADS – VIDEOS

23



THE QUESTIONS

24

STOPPING POWER

Would you stop and look at this?

EFFECTIVENESS

How effective would this ad

be for your community?

MATTERS TO

Does this ad speak to something that

matters to migraineurs?

IDENTIFY WITH

Do you think your community would identify with the tone and creative

of this ad?

CLICK ON

How many migraineurs out of 10 would click to

learn more?



PATIENT RESPONSES

25

Stop:

Effective:

Matters:

Identify:

Clicks:

Score:

Stop:

Effective:

Matters:

Identify:

Clicks:

Score :

Stop:

Effective:

Matters:

Identify:

Clicks:

Score :

Stop:

Effective:

Matters:

Identify:

Clicks:

Score :

Stop:

Effective:

Matters:

Identify:

Clicks:

Score :

= view rate



MARKETER RESPONSES

26

Stop:

Effective:

Matters:

Identify:

Clicks:

Score:

Stop:

Effective:

Matters:

Identify:

Clicks:

Score:

Stop:

Effective:

Matters:

Identify:

Clicks:

Score :

Stop:

Effective:

Matters:

Identify:

Clicks:

Score:

Stop:

Effective:

Matters:

Identify:

Clicks:

Score:

= view rate



OVERALL WE CAN SEE THE MARKETERS ARE MORE PESSIMISTIC THAN THE MIGRAINEURS

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Patients Marketers Patients Marketers Patients Marketers Patients Marketers Patients Marketers

Ad 1 Ad 2 Ad 3 Ad 4 Ad 5

Stop Effective Matters Identfy Clicks Average



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The bad news is that marketers don’t seem to feel the same way about content as patients…

…they are far more pessimistic than the people

they are serving.



MARKETERS ARE ~23 PERCENTAGE POINTS LOWER THAN MIGRAINEURS ACROSS ALL MEASURES

30

23%

72% 49%

STOPPING POWER

79% 55%

24%

MATTERS TO

67% 46%

21%

IDENTIFY WITH

59% 35%

24%

CLICK ON

65% 39%

26%

EFFECTIVENESS

Marketers are lower than migraineurs across all measures



The good news story is that Marketers do tend to have a sense of how patients will react to ads



The consistent difference between

marketers and patient influencers should

provide encouragement that we know the

direction, if not the magnitude, of

patient preferences.



WHY ARE MARKETERS SO MUCH MORE NEGATIVE THAN PATIENT INFLUENCERS?

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The big unknown is how these ads performed in the

real world

?The reality of low CTRs from many performance reports

Jaded from so many ad and creative reviews

Marketers

Marketers represent the actual performance of advertising with an

audience which is more than migraineurs

Emotionally connect with content

Imagine other patients using content

Patient Influencers

Patient influencers represent only the “perfect target” audience and react

to the content accordingly



• The average difference between patients

and marketers for this ad was 1%

• Not only that, but both groups gave this ad

top marks in many criteria

• Marketers were 12% more likely to say that

patients would identify with this ad

Emotion ruled the test with ad #3 showing positive alignment between patients and marketers



• In the current market of 3-second videos

and 15-second ads a 30-second video can

feel like a documentary

• Don’t fear the long form for your true

audience

• Non-migraineurs would pass this by in

droves but your actual audience would stick

around, and that’s what matters

Don’t fear “long form,” your true audience will still engage



• Marketers were particularly negative on this

ad, apparently thinking that reading is so

2010

• This wasn’t the marketers’ most negative ad,

but it was the biggest distance from the

patients

• It speaks more to patients than marketers

That’s not to say there aren’t differences – the largest average difference was in Ad #4



• This shows that real patients are not afraid of text

or reading

• In fact, an engaged patient will wade through

reams of content to get to the data that they are

looking for

• Marketers should consider infographics for their

scientifically-engaged market

Patients look more favorably on data-first content than marketers think



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The takeaway for marketers should be that “you are not your audience” and we need to

test messages with research and measure results against actions that matter



Add on finding…

research as a

social good

• We also asked patients how

they felt about filling out a 10-

minute survey on their condition

and reviewing ads

• Patients enjoyed the experience

• Market research for chronic

conditions provides an outlet for

patients to voice their opinions

and they value that



On the topic of research, these chronic disease patient influencers look forward to participating and providing their opinions



SUMMARY

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Marketers

We’re Pessimists

We’re Consistent

Marketers have been trained to be critical

Marketers are able to determine the direction of patient reactions

Testing RequiredYou only know if you ask so ensure message testing is baked into every campaign

Patient Influencers

Don’t allow the general reaction of social audiences to dictate your campaign for engaged patient influencers

Patient influencers crave to be heard and are predisposed to want to participate

Patient Influencers

Differ

Patient Influencers

Crave



Brad EinarsenSenior Director, Social MediaKlick Health

[email protected]

Laurel NetolickyVice President, Business Development WEGO Health

[email protected]

mailto:[email protected]

mailto:[email protected]

Date post:	24-May-2020
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KLICK HEALTH & WEGO HEALTH DTC: SOCIAL MEDIA 2019 · DTC Forum on Social Media WHO ARE THE PATIENT...

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