for Healthcare Advertising Leveraging Google Resources Leveraging Google... · Proprietary + Confidential Businesses with BETTER mobile assets have 140% 1 in 20 more revenue Google

Proprietary + Confidential

Leveraging Google Resources for Healthcare AdvertisingSeptember 28, Vilnius

Justas LožinskasMarket Experience Lead, Google



Businesses with BETTER mobile assets have

140% more revenue

1 in 20Google searches are health related

Source: Google Blogspot, Knowledge Graph, 2015


3 components that a successful campaign needs...

Understand the trends

Choose the right products

Comply with advertising policies







of consumers access healthcare information via smartphone / tablet

40% Device usage has shifted towards mobile

#trends

Source: Cello Health Insight Survey, April 2017, Base: OTC consumers, UK n=515


At home

50% At the pharmacy

32% At the doctor’s

17% At work

11% Commuting

9%

Consumers access healthcare information on the go

#trends



Exploration is a key phase for use of online resources

#trends

% o

f con

sum

ers

usin

g on

line

reso

urce

s

31%

19%

10% 9% 9%



Consumers purchase quickly and consider few alternatives

#trends

How long do people search for information before contacting a business?

How many businesses do consumers consider before making the final choice?

17%

10%

27%

22%

11%8%

30%34%

24%

2% 2%

Source: Google Consumer Barometer, 2017


Customers are switching to video resources

#trends

of patients research a health concern directly on YouTube.com

56%

Source: Manhattan Research, Google Consumer Study 2015

Proprietary + Confidential#trends

Understand your digital audience using Consumer Barometer

Understand how people use the internet for research, shopping, and viewing content around the world

www.consumerbarometer.com


Get insights about search dynamics via Google Trends

Explore how interests, associations, or tastes change over time and geo, plus identify rising industry topics

trends.google.com


Get estimates on ad prices and volumes with Keyword Planner

Get insights into keyword ideas, prices, impression volumes and levels of competition using Google AdWords Keyword Planner.

goo.gl/chx2Af






Proprietary + Confidential#products

Reach your potential clients via Search, Display or Video ads


Search: utilize micro moments throughout your consumer’s day

What’s-wrong-moment

I-want-to-know-moment

I-want-to-learn-moment

I-want-to-compare-moment

I-want-to-buy-moment


Display: less reach due to potential targeting restrictions

Demographics, Topics, Placements, Keyword Contextual Targeting

Display Select Keywords, Gmail Ads, Remarketing, Dynamic Remarketing

In-Market Segments,Similar Audiences

Affinity Segments,Custom Affinity Segments

Build Awareness

Influence Consideration

Drive Action

GrowLoyalty


Display: less reach due to potential targeting restrictions

Demographics, Topics, Placements, Keyword Contextual Targeting

Display Select Keywords, Gmail Ads, Remarketing, Dynamic Remarketing

In-Market Segments,Similar Audiences

Affinity Segments,Custom Affinity Segments

Build Awareness

Influence Consideration

Drive Action

GrowLoyalty


YouTube Ads: Viewability + Search + Power of Content

of YouTube video ads are viewable compared to 66% on other video networks

95%


Always put potential customers’ experience first

Mobile experience

Consumer intent

HCPs

PROSPECTIVE PATIENTS

Educational content






Proprietary + Confidential#policies

Compliance with policies is monitored across multiple areas

AdWords policy

enforcement

Advertised products

Targeting methods

Ads / landings pages used


Restrictions for advertised products differ across countries

Product group

➔ Unapproved substances

What’s included

Global

➔ Prescription drug sale

➔ Restricted drug terms

➔ Pharmaceutical manufacturers

➔ Clinical Trial Recruitment

Local*

➔ goo.gl/uqMb9P

*Products / services that are not allowed to be advertised in Baltics via AdWords, they might be advertised in certain other countries

➔ Online purchase of prescription drugs

➔ goo.gl/sKXvGF

➔ Prescription drug promotion

➔ Patient / volunteer recruitment


Data about user behavior cannot be used for ad targeting

Allowed for Healthcare Restricted

➔ Keywords

➔ Location targeting

➔ Topics

➔ Placements

➔ Demographic targeting

➔ Interests and remarketing (incl. affinity audiences, in-market audiences)

➔ Similar audiences

➔ Gmail ads

Applies to Search, Display, Video ads


Potential misrepresentation of content is highly monitored

Ad / Landing page text

General claims (incl. before / after pictures, testimonials)

Ways of use

Disclaimers that results may vary

Specific claims with results Clinical studies done by a legitimate 3rd party

Permanent claims or guarantees Not allowed

Miracle / scientifically impossible cures Not allowed

Prescription drug terms Not allowed

Shocking content Not allowed


Recommended practices for policy compliance

Separate website

No prescription drug sale

Handling client

expectations

Proprietary + ConfidentialProprietary + Confidential

Thank [email protected]

Documents

for Healthcare Advertising Leveraging Google Resources Leveraging Google... · Proprietary + Confidential Businesses with BETTER mobile assets have 140% 1 in 20 more revenue Google