In early summer of 2021, we received a request from Nearmedic Plus, which produces Kagocel, a drug that treats or prevents flu, as well as other acute respiratory viral infections.
According to the 2021 data, the Kagocel pharmaceutical brand was among the top five drug market leaders, however the brand’s social media identity needed support. This became the main goal in the brand’s promotion. This project was launched in association with the Media Instinct agency.
According to the 2021 data, the Kagocel pharmaceutical brand was among the top five drug market leaders, however the brand’s social media identity needed support. This became the main goal in the brand’s promotion. This project was launched in association with the Media Instinct agency.
Cagocel promotion
In early summer of 2021, we received a request from Nearmedic Plus, which produces Kagocel, a drug that treats or prevents flu, as well as other acute respiratory viral infections.
According to the 2021 data, the Kagocel pharmaceutical brand was among the top five drug market leaders, however the brand’s social media identity needed support. This became the main goal in the brand’s promotion. This project was launched in association with the Media Instinct agency.
According to the 2021 data, the Kagocel pharmaceutical brand was among the top five drug market leaders, however the brand’s social media identity needed support. This became the main goal in the brand’s promotion. This project was launched in association with the Media Instinct agency.
Cagocel promotion
Objectives
1
To let the audience know the brand’s competitive advantages.
2
To increase the user engagement rate on the brand’s social media pages.
3
To increase the reach of publications on social media.
Solutions
When promoting a pharmaceutical brand on social media, we had to adhere to online platform requirements in relation to advertising medical products.
In particular, each medical fact that was used in the product promotion had to be accompanied by links to clinical studies by authoritative resources.
In particular, each medical fact that was used in the product promotion had to be accompanied by links to clinical studies by authoritative resources.
Work specifics
First of all, we had to develop an updated visual style, considering:
• all legal restrictions related to promoting pharmaceutical brands on social media;
• visual and communication restrictions that emerged in the work process.
In addition to that, as part of our promotion strategy, it was essential to do a social media follower cleansing.
• all legal restrictions related to promoting pharmaceutical brands on social media;
• visual and communication restrictions that emerged in the work process.
In addition to that, as part of our promotion strategy, it was essential to do a social media follower cleansing.
Visual content
Focusing on current trends in social media, we chose a concept of combining "live content" and 3D graphics. With its help, we were able to increase the visual appeal of the feed, as well as adapt it to the main requirements of the target audience, considering the main SMM trends.
Follower cleansing
With the help of an automatic and manual follower cleansing on “Cagocel’s” social media pages, we removed 19,580 irrelevant subscribers who had a negative impact on the activity indicators of the brand’s digital platforms.
Results
As a result, on “OK.ru”, the audience share that saw the displayed content was increased significantly due to the follower cleansing. If in June our content was displayed only to 1.1% of users, then in July this percentage rate increased to 16%.
Purge of an irrelevant audience had a positive impact on activity indicators.
As a result, on “OK.ru”, the audience share that saw the displayed content was increased significantly due to the follower cleansing. If in June our content was displayed only to 1.1% of users, then in July this percentage rate increased to 16%.
Purge of an irrelevant audience had a positive impact on activity indicators.
Instagram
850
14 185
VK
438
Facebook
June 2021/ The whole period
Instagram
1 980
15 780
VK
1 791
Facebook
29
OK.ru
29
OK.ru
Number of irrelevant followers removed
*Complete social media cleansing is not possible due to technical restrictions.
Results
— Successfully implemented brand’ social media presence strategy.
— The visual component of the brand’s official pages was changed and the posts became more appealing.
—During 3 months in the summer of 2021, a complete cleansing of irrelevant followers on VK, Facebook and Instagram was successfully carried out.
—Organic reach rates increased significantly (by 16%).
- We adapted the content and created a large community on Instagram, VK and OK.ru.
- Increased engagement rate (ER) on all social networks
— Successfully implemented brand’ social media presence strategy.
— The visual component of the brand’s official pages was changed and the posts became more appealing.
—During 3 months in the summer of 2021, a complete cleansing of irrelevant followers on VK, Facebook and Instagram was successfully carried out.
—Organic reach rates increased significantly (by 16%).
- We adapted the content and created a large community on Instagram, VK and OK.ru.
- Increased engagement rate (ER) on all social networks
0,68 %
Instagram ER
Before/ After
1,161 %
Instagram ER
0,017 %
Facebook ER
0,071 %
Facebook ER
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