Juno Therapeutics is an American biopharmaceutical company previously owned by Celgene; acquired by Bristol Myers Squibb in 2019. These companies discover, develop, and commercialize medicines for cancer and inflammatory disorders. Levelwing’s work supports many of Juno’s branded websites dedicated to healthcare providers and patients through search and content initiatives (paid search and SEO). Our work has centered on the intent to drive website visitation and conversions that grow awareness within the HCP and patient community regarding these innovative treatment options and to help to launch additional web resources, such as a support portal for those undergoing treatment.
Overview
Juno challenged Levelwing to help build awareness for various treatment options with the primary goals of engaging healthcare providers to recommend these treatment options to their patients and engaging patients to inquire about these treatments with their doctors.
The challenge for pharmaceutical brand advertising is to appear as a viable option for treatment in a highly competitive and regulated landscape. In addition, healthcare marketing, particularly pharmaceutical marketing, is a segment of the advertising industry that is vigorously monitored.
All advertising in this category has a high likelihood of being flagged (and removed) due to a number of strict legal standards that protect against excessive healthcare claims. This requires a great deal of knowledge in the category and the ability to work closely with legal and chief medical officers. Our team is well-versed in the legal minutiae of digital pharmaceutical advertising and how that impacts all aspects of media and content.
Insights
Understanding the brand while defining the customer and their habits led to engagement.
We used our fundamentals-first approach to define key insights. Through this process we:
- Took time to understand each client therapy, brand, and respective condition treated as much of this understanding was vital to our final media strategy
- Through ongoing campaign analysis, we discovered that conversions were more likely to occur on: – HCP targets on tablets or desktops, utilizing Bing as their primary search engine
– Patient targets on mobile devices, utilizing Google as their primary search engine - Additional insights discovered included the makeup of age, sex, location, and other pertinent activities of each target group (intentionally redacted from this case study) that helped us locate and meet the audience where and how they preferred to interact
Actions + Results
Our engagement began with two brands and grew to five as a result of industry-leading performance.
The definition of success can often be defined by a simple question: would you refer us to someone else? We started out supporting two brand websites with paid search campaigns. We have since grown our relationship to support five brands with media strategy, including paid search and SEO. Most notably, we have increased conversions without having to raise bids or budgets—all of which allows us to use marketing dollars more efficiently while being a vessel for delivering much-needed therapies to patients in need.
- Our paid search campaigns have been the No. 1 source of engagement every month, for more than a year, considering all other sources—organic search, display, direct, and referral channels
- Success with our programs can be more clearly visualized in conversion rates—YTD 8.85% conversion, well as our bounce rate of 12.04%. Both of these metrics outperform industry standards and have continued to improve YoY
- In addition, our impressions share for prioritized keywords is 19.09% higher than the closest competing brands, and our 79.8% top-of-page rate illustrates that we are appearing as the top search result over our competitors with impressive frequency
