Media insights
Digital and traditional media both significant in KSA market.
Digital media on the rise.
No1 social media platform is WhatsApp - (sharing and forwarding content).
Prominent social media platforms include youtube - (we should think about video content).
Significance of Facebook, instagram and twitter.
5. Messaging ecosystem
Messaging ecosystem
Brand
Tactical
Clutural
moment
Brand: Advocates for women's health - Iron is an
element of wellbeing
Tactical: Call for action - check haemoglobin and
Ferritin levels
Cultural moment: Mother's day, National day, Eid,
create aday? etc
When its Sunday morning
and you are low on iron
Tone
Verbalising the concept of a happy, healthy,
active life; the tone used to communicate
should reflect just that.
Using a language of humour, empowerment
and empathy; we can ignite conversations.
Humour
Branded content
Personal stories
influencers
motivational and empowering content
nutritional tips
Strategic partnerships
Media & influencers
Partnerships
When choosing an effective influencer to communicate
the brand's message it's important to choose characters
who reinforce the brand's feel-good element of
"empowered wellbeing".
The following examples of influencers and media
platforms with a significant following in the Saudi market.
Ahmed Alshugairi
The Activist
Eman Joharjy
The Entrepreneur
Tareq Alharbi
The Artist
Hala
The Fashionista
Dina Altayeb
The Athlete
Ahlam Alnajdi
The Foodie
Raha Moharrak
The Explorer
Saudi Trends
Vice Arabic
Saudi Arabia
Youth Empowerment
4. HCPs
As HCPs and their patients grow more tech-savvy,
their expectations for digital will dramatically increase.
Research suggests a movement towards:
Engagement portals: Portals are intended to disseminate brand information
and facilitate engagement with the HCP, as well as maintain consistency
across markets and the brand. Gamification is emerging in these portals as a
way to boost engagement.
Web conference systems: These systems manage webcasts and webinars
and enable virtual management of educational and promotional meetings.
There are numerous strong commercial offerings that pharmaceuticals
can use in this space.
Cognizant
Digital interactive platforms
Infomrational videos
Events and networking
Information kits
White papers
/App
/Live chat
/Casestudies
6. Creative brief
Business Opportunity
To position the Vifor Pharma brand as a go-to and partner of women's health.
What do we need to do?
Audience
Key insight
Single minded thought
Reasons to believe
Channels / platforms / media
Brand TOV and behavior
Create awareness about ID & IDA amongst the public and inform/encourage HCPs to consider Ferinject as preferred treatment.
Primary: Women 18 – 45
Secondary: Families and support systems
HCPs
The concept of wellbeing is rooted in being the best version of yourself. Taking control of your health (and Fe levels) gives you the freedom to do the things you love.
Empowered Wellbeing
We've seen many recent examples of positive change, and empowerment in KSA
DIgital content: Video, social media content, branded content with influencers and online media platforms, app?
Traditional media: print, radio, TV, information kits
Events, forums, public engagement.
Consumers: empathetic, positive, empowering and has the confidence to make a few jokes, but most importantly: human.
HCPs: Informative, able to converse and has the foresight to
address potential concerns
7. Idea starters
Is there a way we can measure happiness? wellbeing?
What does well-being look like?
How does it sound?
How does it behave?
What is its soul?
Thank you