Our MyTherapy Campaign Engine has been developed to allow us to run campaigns for pharma that target specific audiences, including patients living with a certain disease or taking a specific medication. Such campaigns are usually related to prescription medications. We believe that an equally effective use of our engine is to run campaigns for supplementary medications and products that can help those very same user groups, such as over-the-counter products that can help alleviate symptoms and side effects of certain diseases and medications.
Targeted Campaigns: A Gap in OTC Manufacturers’ Marketing Strategies
Over-the-counter products, including medications and topical products such as skin creams, aren’t subject to the same stringent advertising restrictions that prescription medications are in most countries.
As a result, OTC product manufacturers typically spend a huge amount of money on direct-to-consumer marketing. The majority of this money is spent on broad marketing campaigns that aim to demonstrate the value of the product to the general population.
However, many products have specific benefits for people living with certain diseases. For example, a skin cream might be particularly good at combatting dry skin which is a side effect of a type of medication. OTC medications, such as painkillers or anti-inflammatories, may also be effective against certain symptoms and side effects.
While people living with such diseases may well be exposed to manufacturers’ broad marketing campaigns, they may not realize the specific benefits these OTC products can provide them. This is where highly targeted campaigns with tailored messaging can help fill the awareness gap.
Using MyTherapy Campaign Engine for OTC Products
Our MyTherapy Campaign Engine has been developed by combining modern performance marketing techniques with MyTherapy’s user base.
We run cross-platform campaigns that are pushed to audiences created using a range of different methods, including keyword-based targeting and retargeting based on user behavior on relevant pages (for example, people who have viewed certain content pieces on our MyTherapy blog).
Furthermore, we can push content directly to MyTherapy users with reminders created for particular medications, allowing us to target audiences with a level of specificity that is almost impossible to match.
All of this is done while ensuring all user data remain entirely anonymous, complying with Germany’s strict data privacy regulations.
This unique combination of performance marketing capabilities and an engaged, global user base that runs into the millions provides the platform for us to run effective and highly targeted campaigns with our partners. For manufacturers of OTC products and medications, it presents an opportunity to complement regular marketing activities with tailored campaigns that can be highly effective in raising awareness and driving sales.
Run Your OTC Campaign Using Our MyTherapy Campaign Engine
We have worked alongside some of the biggest names in pharma to run campaigns that reach specific target audiences.
In doing so, we have developed a campaign engine that has a broad range of uses. For manufacturers of OTC products, it can be used to fill a gap in marketing strategies than cannot be filled using typical methods or by regular agencies.
If you want to learn more about how you can run campaigns using our engine and reach patients that stand to benefit from your product, don’t hesitate to get in touch or book a meeting.