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MSD Ukraine
Shaping and developing a social media brand for an international pharmaceutical company.
MSD Ukraine is a global health company. This is why it was a real challenge to work with them. There are many limitations to pharmaceutical content. A medical-themed content or images with medical workers cannot be sold directly or demonstrated for advertising.
We made a Facebook profile, developed a yearlong content plan for 80+ posts, and tested multiple audiences to get perfect engagement and subscription indicators.
Our core target audience (around 70%) were users with children, so it was crucial for us to see their response to the content. After all, many parents are very cautious about vaccination.
However, the result was completely opposite: the users showed great interest in the medical subject. They liked many of our posts, left comments, and made multiple reposts.
We constantly interacted with subscribers via ads and personally reached out to users who wouldn’t subscribe. This way, we managed to build a community of loyal subscribers.
We made a Facebook profile, developed a yearlong content plan for 80+ posts, and tested multiple audiences to get perfect engagement and subscription indicators.
Our core target audience (around 70%) were users with children, so it was crucial for us to see their response to the content. After all, many parents are very cautious about vaccination.
However, the result was completely opposite: the users showed great interest in the medical subject. They liked many of our posts, left comments, and made multiple reposts.
We constantly interacted with subscribers via ads and personally reached out to users who wouldn’t subscribe. This way, we managed to build a community of loyal subscribers.
Initial data
•• The client haven’t done any social media promotion before
••Build a page on Facebook
••Gather 20 000 followers until the end of 2020
••Build up brand image via correct social media management
••Gather 20 000 followers until the end of 2020
••Build up brand image via correct social media management
Goals:
Project specifics:
•• People usually negatively respond to the subject of vaccination
•• Facebook frequently bans medical content
•• It’s not allowed to use photos of real
medical workers for visuals
•• Every response to the comment must first be approved by the management and
lawyers
•• Employees must regularly attend company training for keeping workflow stable
•• Facebook frequently bans medical content
•• It’s not allowed to use photos of real
medical workers for visuals
•• Every response to the comment must first be approved by the management and
lawyers
•• Employees must regularly attend company training for keeping workflow stable
What social media we worked with:
What was achieved:
Created a Facebook profile- Developed a unique design for Facebook visuals
- Developed around 80+ unique posts for an entire year (as required by client)
- Launched ad campaigns to warm up posts for various audiences
- Worked with unique audiences for subscription ad campaigns
- Attracted new subscribers manually by inviting users who liked our content to subscribe
Facebook post examples for MSD Ukraine
Results:
18 614 Facebook subscribers
0,12$ subscription cost
Monthly growth: around 1013 new subscribers
Improved company image and spread awareness in social media
Gathered an audience of subscribers who sympathized with the brand’s philosophy- Increased engagement in Facebook sevenfold
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