Britannia Pharmaceuticals

SEO, Google Adwords & LinkedIn marketing campaign for a company developing Parkinson’s therapies

Project Description

Britannia Pharmaceuticals Limited is a niche pharmaceutical company. Their primary area of expertise is in the research and development of Parkinson’s drugs. Britannia wanted to develop an international campaign to build brand awareness and grow their prospect database. The specific objectives were to:

  • Drive HCPs from around the world to their corporate site so that they can learn more about their Parkinson’s Disease treatments, research and congress attendance
  • Drive patients and carers to the Parkinson Hub website so that they can access the latest news and information on Parkinson’s disease.
  • Raise awareness of their presence at key medical symposiums across the globe
  • Improve their organic rankings on Google UK and Google US

Our Approach

As well as building awareness, our strategy was to develop a highly targeted, performance driven international campaign that would drive oncology consultants and patients to the correct destination. We focused on using Google Adwords pay per click (PPC) and search engine optimisation (SEO) because of its vast international reach and keyword targeting and LinkedIn display advertising so we could more precisely target HCPs. Our specific tactics were to:

  • Identify key phrases used by HCPs and patients/carers looking for information about Parkinson’s
  • Manage an international Google Adwords campaign
  • Drive awareness of the Britannia Pharmaceuticals corporate site and Parkinson’s Disease Non Motor Group (PDNMG)
  • Manage a search engine optimisation campaign
  • Manage an international display advertising campaign on LinkedIn
  • Develop a series of ABPI compliant landing pages designed to convert visitors
  • Measure the performance of the campaigns using Google Analytics

Keyword Research

Google Adwords

On-Site SEO

LinkedIn Marketing

The Results

  • LinkedIn: 55% of the corporate website’s traffic comes from LinkedIn and achieves an average conversion rate of 21%
  • PPC & SEO: Average monthly visits to the Parkinson Hub website increased by over 2200% within the first 4 months of the campaign as a result of the Google Adwords and SEO campaign

Client Testimonial

“The results of the campaign were excellent and as such we decided to extend this campaign for a further 12 months with Genetic Digital. They are very responsive and they certainly know their stuff when it comes to healthcare digital marketing. We were also delighted that our campaign was shortlisted as a finalist at the PM Society Awards.”

Media Manager, Britannia Pharmaceuticals

The LinkedIn Marketing Campaign