Adaptive Content Marketing
For Merck the target group of people with recurrent pain is particularly relevant. For these people, the pain situation is usually new. In addition to a mostly emotional reaction, there is a strong need for information. Classic pharmaceutical marketing has little to offer to this target group.
Useful and relevant topics were identified and placed in German and Austrian daily media using online advertorials with the respective look and feel. By analysing the interactions of readers with the content, valuable conclusions could be drawn about their actual needs.
The entire digital communication was adapted based on the findings. Positive visual language and tonality as well as the general positioning as a consultant for pain patients were the result. The success was particularly evident due to the high acceptance of the new advertising line and the revised website as well as the above-average commitment with these.
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The campaign provided us with highly relevant insights from the target group and was the catalyst to change our marketing strategy based on direct customer feedback.
Mag. Daniela Hörmannstorfer, Head of Brand Teams Kytta, The Procter & Gamble Company