Pharmaceutical advertisers face their key months: how to plan and measure advertising spend

A battalion of analgesics, decongestants, anti-flu, anti-cold, antacids and digestion aids, among others, will fill advertising space in the coming weeks. The pre-Christmas season is a key time for advertisers of these products, and even more so in the current context, where normality is quickly making its way back - with the resulting relaxation of distancing measures - sales of anti-flu medicines have soared, while the threat of new variants of the corona virus persists. How should brands in this sector plan and measure investment?

Identifying and applying past learnings can be a good starting point. At the end of 2020, we monitored the TV campaigns of pharmaceutical products of laboratories such as Almirall, Bayer, Boehringer Ingelheim, Cinfa, Ferrer, GSK or Johnson & Johnson, and many others broadcast during the first half of December. This was achieved by using our ACR (Automatic Content Recognition) technology, based on audio fingerprinting, which we implemented with a representative sample of Netquest panelists.

FLUZO and Netquest methodology also provides information on the web browsing activity of the panelists once they have been impacted by the campaigns, which unlocks differential information for a detailed understanding of the customer journey (measured passively, with no need to survey) and the influence of the different touch-points, which can also be used to fuel contribution and/or attribution models.

Of the individuals impacted, 13.5% wound up browsing one of the main pharmacy and/or parapharmacy ecommerce websites, such as dosfarma.com, promofarma.com, mifarma.es, or lafarmacia.es, among others.

• Do you want to know which brands had the greatest visibility?
• Which chains had the greatest reach during the period?
• Which websites were the most visited?
• What was the profile of the people impacted by the ads who went on to make a potential online purchase?

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