Our client appointed KVA to manage digital acquisition and lead generation, reaching Patients, Healthcare Professionals and Lab Professionals through relevant social channels. The primary focus was to increase referral for testing using blood tests for patients with suspected allergies, with a secondary action to drive sales of the IgE blood test.
KVA created social content tailored to engage each audience based on a test and learn philosophy. Although having 3 distinct target audiences, we approached HCPs in a similar way as we did patients with emotional and empowerment imagery with the understanding that doctors are still people. We wanted to resonate with them on a human level that is more likely to inspire behaviour change.
Ads were served across Facebook, Twitter and YouTube and included video animations, carousels, 360 degree posts and press & hold posts.
A data driven approach was adopted throughout, analysing learnings and adapting ongoing strategy. Building unique audience profiles in Adobe Audience Manager, we executed a multivariate testing strategy, maximising on cost saving and time efficiencies longer term.
'A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.'