Alongside online pharmacies, Amazon has long been one of the most relevant e-commerce players in the healthcare market. All signs indicate that Germany's most popular shopping platform will continue to gain ground in this area. For the pharmaceutical industry, this means jumping on the bandwagon in good time, making your presence felt and ensuring optimum visibility for your own brand and its products on the marketplace.
From text ads in search results to fully automated Performance Max campaigns: How do you choose the optimal Google Ads campaign type for healthcare marketing? Discover how you can address the right target group and place your products and topics with the right strategy. Take a look with us at the world of Google Ads and its use in the healthcare sector.
Above the clouds, freedom must be limitless. What comes across as a romanticized view of life seems to have long been a reality for Google when it comes to data warehousing. Data-driven marketing communication is the order of the day - even in the healthcare sector. With its BigQuery product, Google offers companies a cloud-based solution for data management that enables holistic data analyses.
With the abolition of 3rd party cookies, advertisers are facing a major challenge: they need to find new ways to reach their target group with advertising messages. Read on to find out what this means for digital healthcare marketing in particular, where the GDPR and the Medicinal Products Act (HWG) make targeting HCPs a tricky business.
Like its predecessor Universal Analytics (UA), the tracking standard Google Analytics 4 (GA4) offers numerous options for evaluating user behavior and using it to optimize websites or campaigns. One feature of GA4 that really packs a punch is predictive metrics: they open up new possibilities for targeting users who are willing to buy even more precisely. You can read how this works here.
Although many pharmaceutical companies are currently still shying away from search engine advertising (SEA) due to legal restrictions, the topic is becoming increasingly important in the healthcare sector. Healthcare goes SEA, because HCPs also use Google Ads & Co. Pharmaceutical companies in particular can advertise themselves and their products successfully and without legal risk. In short: SEA is gaining ground in the healthcare sector and it is now important to demonstrate the benefits to all parties involved.
"Programmatic" stands for the software-based, automated generation, playout, measurement and continuous improvement of advertising - and this development can confidently be described as a revolution!
Since the GDPR came into force in May 2018, there has been a new legal framework for handling sensitive user data in digital marketing. Another measure to protect personal data has been in the pipeline for a few years now: the abolition of third-party cookies. The end of this targeting tool is now within reach. But we say: not so bad. Read on to find out which effective targeting options you can rely on in the future.
Analyzing usage data is one of the most powerful tools in e-commerce. At what points in the sales funnel do users drop out? How do they get to the "Buy" button? And how can this knowledge be turned into sales? With Google Analytics 4 (GA4), the answers to these questions are just a mouse click away.
Universal Analytics (UA) from Google has long been the standard for collecting data that provides insight into the use of a website, for example about page views or session duration as well as more complex user interactions, such as the submission of a form or purchases in online stores. Since the end of 2020, however, there has been a new hot contender for the next tracking standard: Google Analytics 4 (GA4).
Apples, washing-up liquid, ultrasonic cleaner - probably not. Ultrasonic devices are not everyday products that are on everyone's shopping list. Their effective advertising should therefore be as specific as their target group. Our client, a provider of ultrasound solutions for various medical specialties, took the opportunity to work with us to roll out an individualized and focused campaign at Medica 2021 - with innovative advertising technologies and great success.
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