5 reasons marketers should allocate more spend to X this year
It's too late to plan campaigns for ASCO, but there's still time for ESMO and ASH later this year. Here are 5 reasons you should prioritize campaigns on X:
A special element of X is the ability to target HCPs at a medical congress. Last year, doctors used the #ASCO23 hashtag over 102,693 times. As the top social media channel for ASCO, ASH and ESMO, X is a valuable way to engage with HCPs.
Lilly Oncology ads at #ELCC24 on Twitter/X
2. Drive 40% higher ROI with your campaigns
According to top agencies, X Ads offer a 40% higher ROI and 26% higher ad view time compared to other channels. X also helps you partner with popular influencers like the Oncology Brothers and Uromigos. In some cases, the ROI for influencer marketing is 5:1, which is hard to ignore.
"Twitter Ads have been shown to offer a 40% higher ROI compared to other digital advertising channels, making them a cost-effective approach to growing your brand." -- Product London
3. Target HCPs with similar attributes
On X, you can target high-converting HCPs with similar attributes to an HCP or their followers. For example, Interest Targeting lets you target HCPs based on broad or narrow interests aligned with your brand. Follower Lookalikes lets you target HCPs with interests similar to another HCP's followers. This helps you reach audiences similar to those of your competitors.
4. Reach high adoption index HCPs
Want to reach early adopters? 53% of X users are more likely to be the first to buy new products. In medicine, HCPs on X show lower risk aversion than other HCPs. Fact to remember: 31% of Millennial HCPs are influenced by a KOL's social media posts.
5. Engage with the #MedTwitter community
While traffic spikes during ASCO and other congresses, the #MedTwitter community is buzzing with activity year-round. Last year, doctors at Dana-Farber, Mayo Clinic and others sent over 425,000 tweets per day. Are CPMs during ASCO too high? Take advantage of lower rates during quieter, non-congress times.
"About 40% of all scientific and medical information that’s published is shared on Twitter. #MedTwitter is a huge place for scientific exchange and I don't think that's going away." -- epocrates
Today, over 750,000 HCPs use X to discuss the latest studies, guidelines and more with their colleagues. If you're looking to reach HCPs, X is an excellent choice for savvy marketers. 🔥
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What we're reading
ZS post, "B2B marketing -- A missing key to advanced KAM in pharma and medtech," February 28, 2024
IQVIA podcast, "How every digital touchpoint can lead to a better health outcome" with Amanda Powers Han at Greater Than One, February 12, 2024
P360 post, "2024 pharma marketing trends: Embracing digital transformation and patient-centric approach," January 27, 2024
Syneos Health white paper, "Nonmarket strategies for omnichannel transformation in the pharmaceutical industry," December 5, 2023
Eversana Intouch post, "Enhancing omnichannel marketing with AI," September 29, 2023