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Media and Communications

Google AdWords for Pharma Marketing – Case Study (Abbvie)

Google AdWords for Pharma Marketing – Case Study (Abbvie)

Today, the disease being examined is rheumatoid
arthritis, so we’ve gone ahead and entered that into our search box. Here, the first Ad is for Abbvie’s Humira
and the ad below that is Amgen’s Enbrel. If we look at phrasing and the way the Ads
are structured, it’s clear that the first Ad is targeted towards patients while the
second one is targeted towards physicians. Amgen has different ad groups for “rheumatoid
arthritis,” so while they do have an Ad targeted towards patients, it didn’t show
up in this particular search. We’re going to focus on DTCPA first, so
let’s take a closer look at Abbvie’s Ad. The ad received a relatively high quality
score from Google because it provides a lot of useful and relevant information. Google’s Quality score ranges from 1 to
10 and it’s a function of how relevant your ads and site information are to the user. The overall tone of the Ad is good because
it’s non-promotional. We see phrases like “get information”
and “learn,” which ties in well with the shift towards patient empowerment and the
informed consumer. The first line under the short description
contains bulleted phrases. These are called Callout Extensions. They’re mainly used to improve text ads
by promoting unique offers or detailed information about products and services. In this case, it’s kind of hard to understand
what discussion guide is referring to and there’s a bit of redundancy with RA resources
because videos & resources was already listed prior to that. Right below callout extensions are sitelink
extensions. Sitelinks are shortcuts that take people to
specific pages on your site. When someone clicks on these links, they skip
right to the information that they want to know and this has potential to increase traffic
to your site. However, clicking on “RA videos” directs
you to patient stories, and clicking on “RA discussion guide” will direct you to a pre-visit
questionnaire, so it may be worthwhile to consider either changing the sitelink text
or the link itself to something more relevant. If a user lands on a page and can’t find
the information they need within 3 seconds they’ll exit the page. Alternatively, when we search “Humira dosage”
a different ad shows up that directs visitors to humirapro, which is the official physician
site for the drug. If we examine all the parameters we covered
previously, it’s evident this is a very high quality ad. The sitelinks take HCPs to the exact information
they care about. Examining Abbvie’s previous ads we can see
that this ad was run between August of 2016 to January of 2017. In February, they decided to test a different
ad. They continued this testing process until
they finally arrived at the ad that we saw on the previous page and this ad has been
on the top of the page-results 80% of the time compared to the previous 54-55%. Why does any of this matter and how is AdWords
making a difference? If we look at the current website rankings
for “rheumatoid arthritis” Abbvie’s Humira comes in at #37. While #37 may not seem impressive, it’s
the first prescription drug on the list. (And in case anyone was wondering Enbrel is
#41.) They’ve been able to establish an association
between the treatment and the brand. What they’ve created is an environment where
they’re adding value. The bottom line of using Google AdWords for Pharmaceutical marketing is to
deliver what people are looking for at the right time.

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