MERCK - ISENTRESS
When pursuing those at risk of contracting HIV who largely existing below the line, print and radio aren't as effective in penetrating the social circles that can't be easily identified. The brand's core strategy needed to be aligned to how the audience with their natural behavior – an elusive closed community. .
First, we went to advanced targeting online – contextual, behavioral, attitudinal, and social networking. Then we established a performance baseline and an analytics dashboard model to ensure, what else, ROI. Last, social media had to sit at the core. Why? Because HIV is contracted socially, thus aligning go-to-market strategy with the natural behaviors of who is at risk.