Written by Challenge
In the midst of the pandemic, AstraZeneca marketers were looking for a way to reach oncology
healthcare professionals and promote the groundbreaking approval of a new indication for
TAGRISSO, a targeted therapy for EGFR+ Non-Small Cell Lung Cancer.
Solution
They selected LinkedIn to run a pilot Sponsored Messaging campaign.
Outcomes
Open rates 2X higher than LinkedIn benchmarks (50+% compared to 25%)
Click rates 7X higher than LinkedIn benchmarks (7% compared to 1%)
25% increase in users viewing all efficacy endpoint information on landing page compared to other platforms
84% increase in quality visit rate from LinkedIn compared to other social platforms
Why it worked
Message: creative was concise, informative, and focused on the new indication announcement rather than the details of the indication.
Mindset: LinkedIn members come to the platform with a purposeful mindset, which makes them more receptive to advertising
Conclusion
LinkedIn’s high-quality audience and professional environment make it the right place for branded prescription education for HCPs. To explore branded and unbranded opportunities on LinkedIn, reach out to your team