Seasonal Ailments Inspire. Flu and Hay Fever

Transcription

1 Inspire Flu and Hay Fever 1

2 Key takeaways Whilst sufferers of Flu and Hay Fever are having to cope with the unfortunate symptoms, this represents an opportunity for Pharmaceutical companies to structure their offerings to the right audience. In such a competitive space it s imperative that they target the right people at the right time and in the most cost effective way. This Inspire will help identify seasonal trends, identify the audience and profile the audience s behaviours in order to help with campaigns. 1) When do searches for Flu or Hay Fever increase and peak? Searches for Flu peaked in October and have sustained strong levels ever since. On the other hand, searches for Hay Fever peak in July. 2) What is currently the top search term variations for Flu or Hay Fever? The top search term variation is currently Flu Symptoms, whilst Flu and Swine Flu have also seen a high number of search clicks. Traffic trends Flu searches reached their peak in October The chart below shows the seasonality of searches for Flu and Hay Fever, week ending 31 st January 2015 to 30 th January Last year, searches for Flu rose during February and reached their peak during October. Searches have continued at high levels ever since. Searches for hay fever were at low levels and started to rise in April, before reaching it s peak in July, quickly decreasing back to low levels for the rest of the year. This is a great opportunity to plan marketing campaigns around these peaks and ensure audiences are captured at the pivotal moments. Search variations of Flu and Hay Fever Week ending 31st January th January th October 3) Who is behind these searches? s had almost a 63% share for the searches for Flu or Hay Fever. 4) What is the Mosaic Group audience behind these searches? The largest Mosaic Group searching for Flu or Hay Fever among s was Domestic Success, whilst the largest Mosaic group among s was Aspiring Homemakers. Both s and s both also heavily fall into Rental Hubs. 5) Which search terms were each gender more likely to use? s are more likely to search for nhs symptom checker whilst Men are more likely to search for Flu Symptoms. 14 th February 4 th July 2

3 Search variations Flu Symptoms was the top search variation The most successful search term variations for Flu or Hay Fever during the four weeks ending 30th Jan 2016 were; flu symptoms (4.60%), flu (2.79%) and swine flu (1.51%). There were no branded product searches appearing within the top 10. Interestingly, How long does flu last (0.57) was one of the top variations, indicating that consumers are looking to be educated on the lasting effects of their symptoms. This could provide a good opportunity for any content marketer's. Search terms Search term variations of Flu or Hay Fever Search clicks Flu symptoms 4.60% Flu 2.79% Swine flu 1.51% Man flu 1.27% Swine flu symptoms 0.81% Symptoms of flu 0.75% How long does flu last 0.57% Gastric flu 0.53% Stomach flu 0.48% Flu jab 0.47% Audience spotlight s were the stronger gender to have performed these searches, indicating the importance of understanding the online Behaviour of both sexes. With s holding almost 63 percent of search share, it is important to tailor content to their requirements whilst also ensuring you are targeting the market. It is impetrative that successful content appeals to a specific set of consumers and continuously caters to their preference. Gender split for Flu or Hay Fever searches 4 weeks ending 2nd January % 63% 3

4 Audience spotlight continued The largest Mosaic Group searching for Flu or Hay Fever for s was Domestic Success, whilst the largest Mosaic group for s was Aspiring Homemakers Furthermore, AudienceView also allows us to identify the Mosaic Groups of these segments that have been created. This will allow you to further understand the characteristics of your target consumers and understand some of their other characteristics. The largest Mosaic group for s was Domestic Success, who represent thriving, high-earning families who are also busy bringing up children. Many within this group have school aged children which could potentially relate to their search term activity around Flu or Hay Fever. Similarly, the largest Mosaic group for the audience was Aspiring Homemakers. This group are younger households who have only recently set up home. Interestingly, they are typically couples who are yet to have children. Both s and s searching for Flu or Hay Fever fall heavily into the Rental Hubs Mosaic Group. These are young singles for the most part. Marketers may be able to take advantage of the fact that these flu/hay fever sufferers are now living away from home and need to be consoled when feeling under the weather. Mosaic Groups of & audience searching for Flu or Hay Fever 4

5 Engagement tips s are more likely to search for nhs symptom checker, whilst Men are more likely to search for flu symptoms With AudienceView you can then take your bespoke audience segment of Flu or Hay Fever searchers and determine which industries, websites and search terms they are more or less likely to visit and use. We can split by gender to understand the online behaviour of both sexes that form part of your target market. This data will help inform your media planning strategy by clearly understanding what else your target audience does online along with their search activity. The table below left shows the over-indexed Pharmaceutical sites visited by these two segments during the four weeks ending 30th January We can identify that the segment were more likely to visit Boots and Holland & Barrett, whilst the segment were more likely to visit Lloyds Pharmacy and Healthspan. Furthermore, the segment were more likely to use search terms such as nhs symptom checker and food for flu, with the segment more likely to search for Flu symptoms and Flu. Finally, with AudienceView giving insight into other sites being visited by these segments, we can identify any potential Display opportunities. The segment were more likely to visit sites including Daily Mail and The Mirror, with the segment more likely to visit The Guardian and Reddit. Over indexed Pharmaceutical Sites Over-indexed related Search Terms Over-indexed News & Media - Print sites Boots Holland & Barrett Avogel Merck Benylin Lloyds Pharmacy Healthspan Sudafed Lemsip Nurofen nhs symptom checker food for flu nurofen cold and flu flu remedies eye allergies flu symptoms flu swine flu symptoms chest infection how long does flu last Daily Mail The Mirror Buzzfeed The Express The Metro The Guardian Reddit The Independent Huffington Post The Telegraph Finance 5

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