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Recently, https://themarkup.org/citizen-browser/2021/05/06/how-big-pharma-finds-sick-users-on-facebook a report in which they examined how the top pharma companies use Facebook targeting. There were some interesting discoveries and insights that could be useful in your own campaigns.
First of all, what you can't do: You cannot use custom audiences in the pharma industry. This means you can't upload an email list of people with a specific health condition and target them with ads. So instead, you turn to...
Awareness targeting.
The Markup discovered that awareness of a disease was a frequent proxy for big advertisers' targeting decisions.
GlaxoSmithKline's Zejula drug, for example, is used to treat advanced ovarian cancer. So, the drug was targeted at Facebook users who had expressed an interest in "cancer awareness."
Or take Piqray, another cancer treatment. It’s produced by Novartis, a Swiss pharmaceutical company. They served ads to users who were interested in “National Breast Cancer Awareness Month.”
Here are some other awareness targeting examples:
It makes sense: If you've discovered that you have a medical condition, you'll probably want to learn more about it. You'll look at specific Facebook pages about it, visit specific websites, and possibly try to find different support groups.
The most important thing is to be sensitive and compassionate about these issues. Human health is something we all value and cherish, and the last thing we want is for someone to use exploitative advertising tactics to target those groups of people.
And finally, zooming out: This tactic can work for more than just pharma brands. Think about what interests your customers have, and advertise through those channels.
For example, if you have a wallet that’s targeted towards outdoorsy people, try sponsoring a Jeep page on Instagram. This zoomed-out approach can work wonders for your marketing.
First of all, what you can't do: You cannot use custom audiences in the pharma industry. This means you can't upload an email list of people with a specific health condition and target them with ads. So instead, you turn to...
Awareness targeting.
The Markup discovered that awareness of a disease was a frequent proxy for big advertisers' targeting decisions.
GlaxoSmithKline's Zejula drug, for example, is used to treat advanced ovarian cancer. So, the drug was targeted at Facebook users who had expressed an interest in "cancer awareness."
Or take Piqray, another cancer treatment. It’s produced by Novartis, a Swiss pharmaceutical company. They served ads to users who were interested in “National Breast Cancer Awareness Month.”
Here are some other awareness targeting examples:
- “Stroke awareness?”, by Brilinta
- “Multiple sclerosis awareness?”, by Mayzent.
- “Chronic obstructive pulmonary disease awareness?”, by Trelegy.
It makes sense: If you've discovered that you have a medical condition, you'll probably want to learn more about it. You'll look at specific Facebook pages about it, visit specific websites, and possibly try to find different support groups.
The most important thing is to be sensitive and compassionate about these issues. Human health is something we all value and cherish, and the last thing we want is for someone to use exploitative advertising tactics to target those groups of people.
And finally, zooming out: This tactic can work for more than just pharma brands. Think about what interests your customers have, and advertise through those channels.
For example, if you have a wallet that’s targeted towards outdoorsy people, try sponsoring a Jeep page on Instagram. This zoomed-out approach can work wonders for your marketing.