{"id":140986,"date":"2020-04-28T15:24:22","date_gmt":"2020-04-28T15:24:22","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=140986"},"modified":"2020-11-11T15:16:48","modified_gmt":"2020-11-11T15:16:48","slug":"covid-19-and-pharma-paid-search-how-should-sem-marketers-optimize","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2020\/04\/28\/covid-19-and-pharma-paid-search-how-should-sem-marketers-optimize\/","title":{"rendered":"COVID-19 and Pharma\u00a0paid search: How should SEM marketers\u00a0optimize amid the changing landscape?"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li>Johnson &amp; Johnson CEO Alex Gorsky has said that the COVID-19 pandemic is one of the most significant events ever experienced.<\/li>\n<li><span data-contrast=\"auto\">Pharma <\/span>search engine marketers want answers to these key questions &#8211; &#8220;How are these shifts impacting the search messaging landscape? How to adapt SEM campaigns to remain relevant to shifting patient\/provider needs and stay competitive in the search auction?&#8221;<\/li>\n<li>Ian Orekondy shares insights from AdComplyRx analysis of 50k+ SEM text ads from over 500 prescription treatment brands serving on thousands of keywords.<\/li>\n<li>The analysis showed that copy messaging with search terms like &#8220;savings&#8221; and &#8220;coverage&#8221; has rapidly risen.<\/li>\n<li>He highlights some quotes from industry veterans to help paid search marketers gain clarity on these conundrums.<\/li>\n<\/ul>\n<\/div>\n<p>Johnson &amp; Johnson CEO Alex\u00a0Gorsky\u00a0said on Tuesday\u2019s\u00a0<a href=\"https:\/\/johnsonandjohnson.gcs-web.com\/events-and-presentations\" target=\"_blank\" rel=\"noopener noreferrer\">earnings call<\/a>\u00a0that the\u00a0worldwide COVID-19\u00a0pandemic is \u201cone of the most significant events that any of us have ever experienced\u201d.<\/p>\n<p style=\"text-align: left;\"><span data-contrast=\"none\">It has\u00a0<\/span><span data-contrast=\"none\">caused more than 120,000<\/span><span data-contrast=\"none\"> deaths and is impacting every industry, especially the pharmaceutical sector.\u00a0\u00a0<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">According to IQVIA\u2019s\u00a0<\/span><a href=\"https:\/\/www.iqvia.com\/library\/white-papers\/monitoring-the-impact-of-covid-19-on-the-pharmaceutical-market\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">&#8216;COVID-19 Market Report&#8217;<\/span><\/a><span data-contrast=\"none\">, published April 10th with data through March 27th,\u00a0<\/span><span data-contrast=\"none\">&#8220;increasing unemployment pushes more patients onto Medicaid and into economic fragility. [Likewise], providers are financially strained due to decreased visits, reduced elective surgeries, and lower reimbursement rate<\/span><span data-contrast=\"none\">\u00a0[and]\u00a0<\/span><span data-contrast=\"none\">m<\/span><span data-contrast=\"none\">any pharma companies are expanding patient support in response to the COVID-19 crisis<\/span><span data-contrast=\"none\">\u2026<\/span><span data-contrast=\"none\">with free branded drugs through Patient Assistance Programs\u2026and copay reduction &amp; patient savings programs.<\/span><span data-contrast=\"none\">&#8220;<\/span><span data-contrast=\"none\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">These companies include Pfizer, Johnson &amp; Johnson, Allergan, Lilly, Bristol-Myers Squibb,\u00a0<\/span><span data-contrast=\"none\">Abbvie<\/span><span data-contrast=\"none\">,<\/span><span data-contrast=\"none\">\u00a0and more.<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">So<\/span><span data-contrast=\"auto\">\u00a0the question for pharma\u00a0<\/span>search engine marketers\u00a0<span data-contrast=\"auto\">is?<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/p>\n<p>How are these shifts impacting the search messaging landscape?<\/p>\n<p>And how do\u00a0we\u00a0adapt\u00a0our campaigns\u00a0to remain relevant to shifting patient\/provider needs and stay competitive in the <a href=\"https:\/\/searchenginewatch.com\/2020\/04\/09\/how-retailers-can-maximize-the-influx-of-organic-search-traffic-to-pdps-during-covid-19\/\" target=\"_blank\" rel=\"noopener noreferrer\">search<\/a> auction?<\/p>\n<p>To help answer this question,\u00a0AdComplyRx\u00a0analyzed over 50k SEM text ads from over 500 prescription treatment brands\u00a0serving on thousands of keywords (condition, treatment and brand terms) comparing the frequency of mentions of various\u00a0pandemic-relevant\u00a0messages over two time periods: 4\/1-4\/13 (post-stay-at-home orders) vs 3\/1-3\/13 (pre-stay-at-home orders).<\/p>\n<h2><b><span data-contrast=\"none\">Pharma search ads shift to &#8220;savings&#8221; and &#8220;coverage&#8221; amid COVID-19 pandemic<\/span><\/b><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"none\">Since Google<\/span><span data-contrast=\"none\">\u2019s ad policy<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"none\">restricts\u00a0<\/span><span data-contrast=\"none\">ad messages containing terms like COVID-19 or Coronavirus,\u00a0<\/span><span data-contrast=\"none\">AdComplyRx also measured\u00a0<\/span><span data-contrast=\"none\">terms like &#8220;cost&#8221;, &#8220;savings&#8221;, &#8220;co-pay&#8221;, &#8220;supply chain&#8221;, &#8220;availability&#8221;, &#8220;fill&#8221;, and &#8220;delivery&#8221;<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-contrast=\"none\">in terms of frequency of mention within paid search (SEM) text ad copy from prescription drug brands in the U.S.<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Based on this analysis,\u00a0<\/span><span data-contrast=\"none\">AdComplyRx is observing the following shifts in Rx Pharma <a href=\"https:\/\/searchenginewatch.com\/2019\/03\/12\/semantic-search-google-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEM advertising<\/a> during the COVID-19 pandemic.<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/p>\n<h3>Mentions of &#8220;savings&#8221; grew by 11%<\/h3>\n<p><span data-contrast=\"auto\">These included &#8220;savings card&#8221;, <\/span><span data-contrast=\"none\">&#8220;co-pay card savings&#8221;, &#8220;patient savings, register for savings.<\/span><\/p>\n<h3>Mentions of &#8220;<b>coverage&#8221;<\/b>\u00a0<b>grew by 40%<\/b><\/h3>\n<p><span data-contrast=\"auto\">These included &#8220;insurance coverage&#8221; and &#8220;formulary coverage&#8221;<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">saw the most significant increases in the frequency of mentions within Rx pharma brand SEM text ads.<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">Category-level insights<\/span><\/b><span data-contrast=\"none\">\u00a0<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"none\">T<\/span><span data-contrast=\"none\">he top categories that showed the greatest increase in the frequency of the words &#8220;savings&#8221;<\/span><span data-contrast=\"none\">\u00a0or<\/span><span data-contrast=\"none\">\u00a0&#8220;coverage&#8221;\u00a0<\/span><span data-contrast=\"none\">were Hematology, Diabetes and Respiratory<\/span><span data-contrast=\"none\">. <\/span><\/p>\n<p><span data-contrast=\"none\">The Oncology category showed<\/span><span data-contrast=\"none\">\u00a0little\u00a0<\/span><span data-contrast=\"none\">change\u00a0<\/span><span data-contrast=\"none\">in the frequency of any of these messages during\u202fthese time periods.<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"none\">Mentions of &#8220;<\/span><\/b><b><span data-contrast=\"none\">savings<\/span><\/b><b><span data-contrast=\"none\">&#8221; in paid search (SEM) ad copy messaging<\/span><\/b><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/h3>\n<ul>\n<li><span data-contrast=\"none\">Haematology (+96%)<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">Diabetes (+48%)<\/span><span data-wac-het=\"2\"><br \/>\n<\/span><\/li>\n<\/ul>\n<h3><b><span data-contrast=\"none\">Mentions of &#8220;<\/span><\/b><b><span data-contrast=\"none\">coverage<\/span><\/b><b><span data-contrast=\"none\">&#8221; in paid search (SEM) ad copy messaging<\/span><\/b><\/h3>\n<ul>\n<li><span data-contrast=\"none\">Respiratory (+184%)<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"none\">Haematology (+156%)<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-140987 size-full\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/04\/pharma-sem-covid-19-insights-adcomplyrx.png\" alt=\"COVID-19 and Pharma paid search (SEM) insights infographic by AdComplyRx\" width=\"669\" height=\"893\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/04\/pharma-sem-covid-19-insights-adcomplyrx.png 669w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/04\/pharma-sem-covid-19-insights-adcomplyrx-225x300.png 225w\" sizes=\"auto, (max-width: 669px) 100vw, 669px\" \/><\/p>\n<p><span data-contrast=\"none\">Since i<\/span><span data-contrast=\"none\">t is unlikely most pharma brands\u00a0<\/span><span data-contrast=\"none\">have already\u00a0<\/span><span data-contrast=\"none\">created new search ad messages and received approval from their med-legal team<\/span><span data-contrast=\"none\">, t<\/span><span data-contrast=\"none\">his data\u00a0<\/span><span data-contrast=\"none\">suggests<\/span><span data-contrast=\"none\">\u00a0that Google&#8217;s advertising platform may be dynamically adjusting\u00a0<\/span><span data-contrast=\"none\">existing pharma brand search campaigns to better serve<\/span><span data-contrast=\"none\">\u00a0patient<\/span><span data-contrast=\"none\">s<\/span><span data-contrast=\"none\">\u00a0and\u00a0<\/span><span data-contrast=\"none\">providers based on their<\/span><span data-contrast=\"none\"> search behaviour (for example, search interest and click behaviour).<\/span><span data-contrast=\"none\">\u00a0<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">How should pharma brands shift their search engine marketing (SEM) campaigns?<\/span><\/b><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Search Engine Machine Learning algorithms are working on behalf of advertisers by prioritizing the most engaging messaging themes thanks to functionality like: <\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Responsive search ads<\/span><\/li>\n<li><span data-contrast=\"auto\">Optimized ad rotation <\/span><\/li>\n<li><span data-contrast=\"auto\">Extension prioritization<\/span><\/li>\n<\/ul>\n<p>In light of this, <span data-contrast=\"auto\">GVP of Search at Publicis Health Media, Peter Levin suggests, <\/span><\/p>\n<blockquote><p><span data-contrast=\"auto\">\u201cThink beyond refreshing creative through new asset submissions.\u201d <\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cBrands should strive to maximize the impact of already approved assets and prioritize patient assistance and treatment accessibility messages. <\/span><\/p>\n<p><span data-contrast=\"auto\">Pharma brands can ensure a nimble response in the short term by enabling these features and making sure priority messages are available across campaigns while trimming away lower priority message themes. Don\u2019t neglect planning out long-term responses with new messaging strategies and landing page content, as well as the potential for new paid keywords as the editorial landscape evolves.\u201d<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/p><\/blockquote>\n<p><span data-contrast=\"none\">Sri\u00a0<\/span><span data-contrast=\"none\">Nagubandi<\/span><span data-contrast=\"none\">, Director of Search at\u00a0<\/span><span data-contrast=\"none\">Syneos<\/span><span data-contrast=\"none\"> Health suggests that,<\/span><\/p>\n<blockquote><p><span data-contrast=\"none\">&#8220;<\/span><span data-contrast=\"none\">P<\/span><span data-contrast=\"none\">harma brands should\u00a0<\/span><span data-contrast=\"none\">take both\u00a0<\/span><span data-contrast=\"none\">a short<\/span><span data-contrast=\"none\">&#8211;<\/span><span data-contrast=\"none\">term and a long-term approach as this will be an ongoing concern globally until there is a viable vaccine.<\/span><span data-contrast=\"none\">\u00a0In the short term, brands should begin tracking\u00a0<\/span><span data-contrast=\"none\">&#8216;Brand name +\u00a0<\/span><span data-contrast=\"none\">Covid<\/span><span data-contrast=\"none\">&#8216;<\/span><span data-contrast=\"none\">\u00a0and \u2018Category Name +\u00a0<\/span><span data-contrast=\"none\">Covid<\/span><span data-contrast=\"none\">\u2019-related search volume\u00a0<\/span><span data-contrast=\"none\">to understand how patients and providers are searching around their specific brand<\/span><span data-contrast=\"none\">\u00a0situation<\/span><span data-contrast=\"none\">.\u00a0<\/span><span data-contrast=\"none\">For example, w<\/span><span data-contrast=\"none\">e are seeing some categories like\u00a0<\/span><span data-contrast=\"none\">o<\/span><span data-contrast=\"none\">ncology where search activity is\u00a0<\/span><span data-contrast=\"none\">increasing as patients and caregivers seek to understand the impact on ongoing treatment, especially for the immunocompromised.&#8221;<\/span><\/p><\/blockquote>\n<p><span data-contrast=\"none\">Additionally, f<\/span><span data-contrast=\"none\">rom an organic SEO perspective, <\/span><span data-contrast=\"none\">Nagubandi<\/span><span data-contrast=\"none\"> cautions, <\/span><\/p>\n<p><span data-contrast=\"none\">&#8220;D<\/span><span data-contrast=\"none\">o not use a takeover modal window<\/span><span data-contrast=\"none\">\u00a0on your brand.com website<\/span><span data-contrast=\"none\"> to communicate Covid-19 related messaging. Google has not suspended best practices because of the pandemic.<\/span><span data-contrast=\"none\"> Instead, use an updated header above the top navigation.&#8221;<\/span><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">How can these insights i<\/span><\/b><b><span data-contrast=\"auto\">mpact pharma brands<\/span><\/b><b><span data-contrast=\"auto\">\u2019<\/span><\/b><b><span data-contrast=\"auto\">\u00a0SEM campaigns<\/span><\/b><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><b><span data-contrast=\"auto\">to improve\u00a0<\/span><\/b><b><span data-contrast=\"auto\">patients<\/span><\/b><b><span data-contrast=\"auto\">\u2019 lives?<\/span><\/b><span data-ccp-props=\"{}\" data-wac-het=\"1\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">With marketing budgets in flux and<\/span><span data-contrast=\"auto\">\u00a0<a href=\"https:\/\/searchenginewatch.com\/2019\/04\/16\/optimize-paid-search-phone-calls\/\" target=\"_blank\" rel=\"noopener noreferrer\">paid<\/a><\/span><span data-contrast=\"auto\">\u00a0search (SEM) being one of the few marketing channels that\u00a0<\/span><span data-contrast=\"auto\">many<\/span><span data-contrast=\"auto\">\u00a0marketers will\u00a0<\/span><span data-contrast=\"auto\">continue to invest in<\/span><span data-contrast=\"auto\">,\u00a0<\/span><span data-contrast=\"auto\">brands will be relying more than ever on search traffic to support their business and serve patients and providers during this\u00a0<\/span><span data-contrast=\"auto\">challenging<\/span><span data-contrast=\"auto\">\u00a0time. Since s<\/span><span data-contrast=\"auto\">earch advertising is a competitive, auction-based\u00a0<\/span><span data-contrast=\"auto\">marketplace\u00a0<\/span><span data-contrast=\"auto\">where advertisers with the most relevant and engaging ad copy typically see<\/span><span data-contrast=\"auto\">\u00a0<\/span>improved ad <a href=\"https:\/\/searchenginewatch.com\/2018\/02\/13\/understanding-click-through-rate-ctr-in-the-context-of-search-satisfaction\/\" target=\"_blank\" rel=\"noopener noreferrer\">click-through rate<\/a> (CTR)\u00a0and\u00a0reduced cost per click (CPC)<span data-contrast=\"auto\">, ensuring your brands\u2019 search campaigns contain frequent mentions of the above messages\u00a0<\/span><span data-contrast=\"auto\">can help brands\u00a0<\/span>reach more patients\u00a0and providers with potentially life-saving\u00a0treatment messages\u00a0within limited marketing budgets<b>.<\/b><\/p>\n<p><em>Ian Orekondy is the founder and CEO of AdComplyRx, a pharma ad tech stack based in New York.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pharma search engine marketers want to know how the COVID-19 pandemic is impacting the search messaging landscape and how they can adapt their SEM strategy. Ian Orekondy, Founder and CEO of AdComplyRx shares his data-backed analysis.<\/p>\n","protected":false},"author":1092,"featured_media":140989,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,10],"tags":[604,27813,27830,129,27806,27831,58,27553,95,27832],"content_type":[],"class_list":["post-140986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","category-ppc","tag-ad-copy","tag-covid-19","tag-covid-19-and-pharma-paid-search","tag-paid-search","tag-paid-search-strategy","tag-pharma-paid-search","tag-ppc","tag-search-terms","tag-sem","tag-sem-optimization"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/04\/covid-19-and-pharma-paid-search-sem-insights.png","category":"Industry","timeago":"6y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/140986","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=140986"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/140986\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/140989"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=140986"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=140986"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=140986"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=140986"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}