I discussed a case study on Mederma this week at the 2nd Annual Healthcare New Media Marketing Conference in Chicago.
I choose this company as they are did something beyond the “traditional”, if we can use that term for any new media strategy yet … regardless, Merderma went further than usual keyword and online banner campaign. They utilised the “ShareThis” technology in their coupon sharing tactic.
Smart.
Mederma is a healthcare company selling scarring ointment but its marketers went further …
They discovered that 12.5 million people share information about skin ailments online. So Mederma developed an interactive campaign specifically targeting these coupon cutters and directing them to a page to download the pharma brand.
Brilliant!
Social media has struggled with tracking and success measurement but Tim Schigel, of ShareThis.com believes “sharing” is the new and most important metric for ROI in social media.
Schigel said clickthroughs no longer are a sufficient metric for measuring the effect of brand advertising and marketing on the Web, but sharing might be. And he’s got results to prove it.
But prove it.
Traditional online display advertisements that run on premium sites generated 8% conversion rates for Mederma coupon download, paid search did a little better with 26% conversion but the biggest “influencer” was an audience predisposed to share and targeted from Organics social media analytics.
Schigel stated that the key is “finding both the senders and the receivers” in sharing-based campaign strategies, and “messaging to them appropriately.”
Check out the strategy in action :: Mederma Coupon Download
