Blockbuster Heart Disease
Medication | Pharmaceutical

The Opportunity

The need for major pharmaceutical companies to advertise online has increased in the US in recent years, as tech-savvy health care consumers seek medical information on the Internet. MediaVest represented one of the largest pharmaceutical companies in the US, and the success of their campaigns was measured by specific performance metrics generated by actions taken by site visitors. The primary goal was to drive qualified users to engage with the site to expand the drug's reach, and MediaVest needed to find new sources of high-performance traffic beyond the major search engines to achieve the advertiser's goals.

The Approach

In November 2010, MediaVest partnered with adMarketplace to extend its campaign reach beyond the major search engines and drive more qualified users to the site. adMarketplace provided MediaVest with a dedicated Search Marketing Analyst to onboard the client onto the platform, while delivering customized performance reports to MediaVest.

		Avg. Cost Per Click		Cost Per Lead Indicator
		$0.84		$2.29
Major Search		$2.81		$2.76

The Results

During the first two weeks of the campaign, adMarketplace aggressively optimized against performance feedback. By the end of the one-month campaign, adMarketplace had delivered a Cost Per Lead Indicator that was better than the client's target goal. The client saw greater ROI and scale by spending its incremental budget with adMarketplace instead of with the major search engines. The campaigns continued through the end of the year and scaled exponentially.

By providing the client with an additional source of traffic beyond Google and Yahoo, adMarketplace helped MediaVest beat the client's goals, while growing qualified, engaged traffic to the client's site, and awareness of the product offering. adMarketplace was able to achieve a better cost per conversion of $0.47 less than the major search engines combined. The managed services provided by adMarketplace took much of the workload off of MediaVest's plate, allowing MediaVest to focus its efforts on strategy and other initiatives. adMarketplace has become an integral part of the client's online marketing plan, and continues to extend the client's reach beyond major search.

When rolling out a search campaign with a new partner, we focus on both brand protection and performance - the team at adMarketplace worked hard to understand our client's needs, helping us to achieve our goals by delivering clean, qualified traffic while maintaining brand integrity. I would recommend adMarketplace to any client looking to grow their business through search, as it has proven to be a complement to the major search engines.

— Michelle Zung, Associate Director Search, Mediavest

MediaVest is a part of Publicis Groupe.

About Publicis Groupe

• Founded in 1926, Publicis Groupe is the world's third-largest communications group, the world's second largest media counsel and buying group, and a global leader in digital and healthcare communications.
• With around-the-world activities spanning more than 104 countries on five continents, the Publicis Groupe employs as many as 49,000 professionals.