We were recently featured in one of the pharmaceutical industry’s leading press titles (OTC Mag), notably discussing our social media strategy for a drug that many may argue is a ‘toughie’ in relation to social marketing based on the sheer amount of legal hoops to jump, not forgetting the tricky nature of the subject, migraine relief.
This is no doubt a specialist knowledge is required to effectively manage and market such a brand on social media, particularly when considering community management combined with producing quality, relevant content to keep the community engaged. Working closely with the PAGB as well as various legal medical advisers the strategy has been honed and is working well.
But what happens when you run a campaign on Facebook aimed at such a specific niche of suffers? With a potent campaign concept and some rather good social marketing apps, within 2 weeks alone we created one of the biggest UK migraine related pages on Facebook, attracting over 2,000 migraineurs who are already engaging heavily on the page. The idea was to pave the way for a subtle opportunity to seed the brand, but to our surprise many members of the community know about it already and what’s more, they swear by it – the sentiment is off the chart. This has led to a totally unbiased army of ambassadors who are helping to promote the products to product newbies joining the community without any prompting from us!
Now with a strong community, which keeps growing, our content is being regularly liked and shared, reaching tens of thousands each month, for no extra cost.
With 1 in 8 of us suffering from migraine here in the UK, we’re under no illusion that there is plenty more to do here, an exciting prospect. This case study serves as a clear opportunity for even the most challenging of products and brands to gain fantastic brand awareness on social media.