Basic tips to use Facebook advertising for promoting Pharma eventsFeb 2014

Stan BilinskiMulti Channel Marketing ConsultantNew Age MarketingStan@newmarketing.com.au0448 700 755

What is facebook advertising

All facebook personal pages have advertising on desktop, slightly different on mobiles

Ads can either click through to a business facebook page or a normal website

Clicking on the example ad below takes you to the Robbins website. No opportunity to comment on the ad

Facebook advertising is same as paid for click (google adwords)There is no two way dialogue with consumers

It’s literally same as our current google adwords ad that drive visitors to our non branded websites

An example of how our morethanmediation ad would look like in facebook

Facebook advertising guidelines with Rx productsF.    Pharmaceuticals and Supplements

i.    Ads must not promote the sale of prescription pharmaceuticals. Ads for online pharmacies are prohibited except that ads for certified pharmacies may be permitted with prior approval from Facebook.ii.    Ads that promote dietary and herbal supplements are generally permitted, provided they do not promote products containing anabolic steroids, chitosan, comfrey, dehydroepiandrosterne, ephedra, human growth hormones, melatonin, and any additional products deemed unsafe or questionable by Facebook in its sole discretion.

http://www.facebook.com/ad_guidelines.php

Why use facebook advertising as a channel to reach our prospective and current patients?

• It reaches nearly two thirds of all online Australian’s each month and HALF of the TOTAL Australian population each month• It has 67% reach from a media point of view with 11 million actives

users each month• 51% of facebook users are aged 35-64• Facebook reaches 2 in 3 aged 50-64• 75% of users access it EVERY DAY• 78% of mums use Facebook daily on average 1.9 hours a day

95% of social time is facebook- health sufferer’s are extremely active on facebook

“Social”

increasingly

means

“Facebook”

Our prospective patients are spending as much time on facebook as watching TV

Our target market is spending 22 hours a month on facebook

Patient targeting options

Precise targeting potential

Next Steps• It’s THE MOST targeted advertising platform in Australia• FB advertising ideal for targeting prospective patients• Also to reach out to current patients to consider a ‘patient compliance program’• Widely used to recruit patients into clinical trials by many pharma companies• To promote apps• You must ensure you facebook ad goes through same compliance/medical approval process as your google adwords

• Message on ad has to be compliant and representative of the website that it’s directing consumers to

• In Australia, 65% of medical specialists and 58% of Doctors said they use facebook for professional purposes (Manhattan research)

Who am I?• Demonstrated success in introducing and accelerating 

Multi Channel Marketing in 7 markets in APAC including Australia

• 6 years specialising in Multi Channel/Digital Marketing communications in Pharma, OTC, Medical Devices, consumer electronics and FMCG

• 17 years total healthcare marketing experience • Commercially focused strategic Multi Channel Marketer

What do colleagues say about me?