Things to Consider When Planning Life Science Media Bookings for 2021
As we approach the end of 2020, we begin to plan our media bookings for 2021. Here’s where to start.
We are now well into the autumn and harvesting the crop of the season in our gardens. Our team here at Orientation Marketing are busy at collating and analysing the fruit of the various campaigns we have run for our clients this year in collaboration with several key vendors in the pharma, nutraceutical and other related industries in the life sciences.
Using this knowledge and insight we have gained in 2020 and in previous years from the campaigns, we are able to compare results and benchmark each campaign against others. This puts us in a position to start helping our clients plan for new media campaigns and bookings in 2021 with insights and knowledge to ensure everything we do has the best possible chance of succeeding.
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So, what should you consider at this point? This post will outline some of the areas which you can begin your analysis, in order to inform your media booking and planning decisions.
9 THINGS TO CONSIDER WHEN PLANNING MEDIA BOOKINGS (IN THE LIFE SCIENCES) FOR 2021
Nine areas for consideration for 2021 media plans, as we would consider for our clients.
1. LOOK AT CAMPAIGNS FROM 2020 AND 2019 – WHAT WORKED WELL, WHAT NOT SO WELL
The first task for any media plan creation is to understand how the media plan from the previous year(s) performed. We’re looking to determine the adverts and placements that performed well, as well as those that didn’t perform so well. This knowledge can then help drive decision-making as we will have insights on past campaigns – particularly on the type of advert/promotion as well as the vendor/target audience.
If a particular campaign or booking worked really well, determine why and look to re-book, potentially expanding your plan with similar bookings. Any campaigns that didn’t perform well, understand why and look to remove them from your 2020 plan.
2. THINK ABOUT YOUR AUDIENCE
When we embark on building a new media plan for a given period, the audience is the utmost priority. We might have experienced great results with some vendors and with particular products, but if the readership doesn’t align with our target audiences, there would be little point advertising. Always think about the audience (via your buyer personas). Job titles are a great place to start and other levels of seniority.
Are there new audiences you’re trying to reach in 2021? Consider the audience you are trying to reach, as there might be two different target audiences which will require two separate bookings/plans. Before making a booking, or including a placement within your plan, ensure the vendor’s target audience is the same as your own.
3. GEOGRAPHIC DISTRIBUTION – ARE THERE ANY CHANGES TO THIS?
Vendors will often have a range of products that span different geographic regions. If they do not have products separated for those different regions, ask for the geographic percentages of its total readership. Just like asking about job titles, it’s always worth understanding where those individuals sit in the world. If you have booked with the vendor previously and were happy with geographic distribution then, ensure that the distribution is the same. Any changes, you will need to know as it will affect the results. It’s hugely important to consider your audience and the audiences of the vendors early on – if the vendor hits the sweet spot with its demographics and geographics, you should pursue the booking.
4. CONSIDER ALL VENDORS, PUBLISHERS AND MAGAZINES
Think about the vendors/publishers you have been working with previously as well as any new ones in your market. No vendor or advertising opportunity should be discounted on face value as your message may resonate well with the vendor’s audience. When you have considered every opportunity and potential vendor, you can then narrow your selection down to those which as highly attractive that fit within your budget. Get your agency to do the heavy lifting for you and give you valuable insight and recommendations, based on actual data.
5. ALIGN YOUR MEDIA PLAN AROUND KEY EVENTS FOR YOUR INDUSTRY
Events in 2021 are still up in the air for a certain extent and you will need to keep a close eye on any changes to event dates etc. Consider alternatives if face-to-face meetings are not possible. Virtual events have replaced most physical events for the latter part of 2020, and this is likely to be the case in early 2021. Webinars, digital workshops and forums, amongst many other formats, make up the virtual event landscape and it is certainly worth aligning your media plan around those events as they still draw thousands of people to them because people still want to meet others in business environments, albeit digitally.
6. THEN, ALIGN AROUND INNOVATIONS
Also, be sure to align your campaigns around your key innovations and product launches planned for 2021. Your marketing message and hook for the event-based advertising should be formed around the direction your organisation is going in relation to its products and services. New products and innovations always generate attention – with prospects and media vendors, the market in general – and therefore if you can position them front and centre it is likely your advertising campaigns will generate more interest.
7. GET CREATIVE
Ensure your artwork is eye-catching and that your message is getting across. Regardless of the format of the booking or placement – e-blast, banner or a4 ad – the booking should always draw the reader/user into the ad. This is easier said than done. But there is a real emphasis on doing this as it is the primary goal of the advert. Draw attention and simplify the message. You can look at your artwork for past campaigns and determine whether you need to freshen things up.
Did you know that Orientation Marketing can help you with new concepts, creative, graphic design, artwork, photoshoots, video work? Get in touch with me if you’d like to see more.
8. CREATE NEW CONTENT
The quality of the bookings, once you have determined your target audience, are only as good as the content you put in front of them. Your content really needs to be of a high standard going into 2021, as the majority of life science organisations will be focusing on content due to the number of other channels being restricted. Make your content stand out and ensure it is seen in the right publications. Let us know what your aims are and we can help you get there!
9. KEEP ONE EYE ON COMPETITORS
Check out where your direct competitors are active. Do you need to counter this activity? Doing so would appear a more short-term tactic, but should you feel that they are gaining market share, then advertising in the same publications as them can help you get back into the mind of your prospects and potential customers.
Begin by researching some of the most appropriate magazines and websites of vendors and make a note every time you see some competitor activity. Do they appear more than your organization? If so, there may be a call for more adverts in your media plan. Competitor activity shouldn’t be the sole driver for your media plan but understanding where they appear can help you be more strategic with your marketing budget.
GET IN TOUCH TO EXPLORE YOUR OPTIONS IN 2021
This is the time to start thinking about 2021 media plans in the life sciences. Please get in touch with us at Orientation Marketing and let us do the heavy lifting for you. We can bring in our experience and views on where to focus your efforts in 2021, to ensure you get the results you are after in terms of thought leadership, brand awareness and visibility in the right places in the market as well as lead generation. Let us help you navigate the various options and get to the right end destination!
For more on advertising in the pharmaceutical sectors, and how we can help, see our section on media planning and buying.
