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Pharma company increases Video views with Twitter Ads
Ferring (@Ferring) is a research-driven biopharmaceutical group. The firm develops and markets innovative products in the following fields: gynaecology, gastroenterology, urology, paediatrics, endocrinology, and orthopaedics. The group is active in 60 countries, with over 6,500 employees worldwide.
Ferring uses Twitter to inform target audiences about the latest therapeutic breakthroughs and engage with thought leaders. In June and July 2018, Ferring worked with digital marketing agency Comtogether to launch several campaigns promoting the 34th congress of the European Society of Human Reproduction and Embryology (ESHRE) to professionals in the US, the UK, Canada, Australia and Switzerland.
Ferring targets thought leaders like bloggers, scientists, doctors, as well as medical journals, patients’ associations and relevant organisations.
“Twitter Ads is an efficient marketing tool that enables us to boost our awareness worldwide, to reach specific audiences and to interact with our community.”
Keys to success
Capitalise on industry events
During the ESHRE Congress, Ferring created a real buzz for the hashtag “#projectfamily”. Their booth featured a giant baby built out of Lego, which symbolised their commitment to help persons with infertility issues to build families worldwide. They shared images of the baby using a strong call to action – What does family mean to you? – to increase engagement.
Boost your video views the affordable way
With Twitter, Ferring was able to find an audience for its videos equivalent to that of the most popular video sharing platforms. Thanks to the way they were able to target high-quality audiences to optimise engagement, Ferring achieved a view rate of 48.06%.
Expand business-to-business communication and encourage engagement with polls
Twitter is a great business-to-business (B2B) communication channel for many industries. Using Twitter’s wealth of targeting options to reach out specifically to those involved in its key therapy areas, Ferring obtained an engagement rate of 1.55%. Besides, it is easy to transform a Tweet in a poll, to which all your followers can answer, which will boost the engagement of your community.