Medicines & Healthcare Products Regulatory Agency (MHRA): Programmatic Buying & PPC for Evolving Priorities
0%
CTR on PPC
0%
lower eCPC on programmatic (vs comparable campaigns)
Very Media worked with the MHRA via their agency, Health Unlimited, to promote their Yellow Card scheme for reporting side effects from the Covid vaccine during the vaccine rollout. They wanted to increase awareness of the scheme, whilst also drive higher quality reports.
Target Audience
Those currently eligible for the vaccine, which would include all adults over time as the rollout progressed.
Our Approach
Budget was limited given that the audience would progressively become all UK adults. PPC formed the foundation of the campaign tightly targeted to users who were searching for how to report side effects, while avoiding search queries where the scheme ranked well organically.
Programmatic buying of banners was used to cost-efficiently target people as they became eligible for the vaccine. Initially this was healthcare professionals and older adults and moved to younger demographics as the vaccine rollout progressed. A combination of 1st and 3rd party data allowed us to direct banner ads to relevant groups and swiftly shift to other audiences with little notice.
The Result
The ongoing PPC activity outperformed everyone’s expectations with CTR of 46% resulting in a high volume of good quality traffic to the Yellow Card site, while programmatic media over-delivered on forecasted reach and frequency by 18%.
Channels
- PPC
- Programmatic
- Digital Display
Contact us
Are you ready for your Very next step?
