Evolution of Novo Nordisk Canada Social Media Campaign for Rx Product, Saxenda®

Whether you have ever tried to lose weight or not, most of us realize that there are peak times when people get motivated to take on the challenge.  And here we are in January, the time when approximately 1/3 of Canadians resolve to work on their fitness levels and nutrition (Source: Statista, Leading New Year’s Resolutions according to Canadians in 2017).

Novo Nordisk Canada understands the mindset of their target audience for Saxenda®, a weight loss prescription medication, and they play to it very well through their evolving Saxenda® social media campaign.  Below you will see how the Saxenda social media campaign started and how it evolved throughout the past 8 months.

May 2018:  Laying down the foundation

Novo Nordisk Canada sponsored Facebook ads promoting the fact that obesity was now considered a chronic illness by several medical organizations.  I only have screenshots of the French ads.  This was a great starting point to lay down the foundation for their upcoming campaigns for both of their prescription weight loss products, Ozempic® and Saxenda® .

 

 

June 2018:  Saxenda® Choose Change campaign

The Saxenda Choose Change campaign was launched on Facebook in June 2018.  Novo Nordisk Canada was sponsoring several Facebook ads which were obviously targeted to healthcare professionals, with a call-to-action asking the healthcare professional to watch their 59-second video.  The objective was to get healthcare professionals to start a discussion about obesity with the appropriate patients, with a message that obesity is a disease and is treatable.

 

This slideshow requires JavaScript.

The Saxenda Choose Change campaign was also targeted to overweight Canadians in a wide variety of Facebook ads, in both English and French.  The ads were designed to increase awareness of Saxenda and encourage interested Canadians to speak with their primary care physician about it.  With the frequent mentions of a resolution update, it appears that Novo Nordisk Canada was targeting patients who had tried to lose weight before but were unsuccessful.  It appears that the Saxenda Choose Change campaign was meant to re-inspire these patients.

The Saxenda Facebook ads directed Canadians to www.Saxenda.ca where they can learn more about how to speak with their doctor about Saxenda and obtain a discount for their first box of Saxenda.

 

This slideshow requires JavaScript.

September 2018: Back to Saxenda® campaign

Other than January, September seems to be a symbolic time for new beginnings for many people since it is the beginning of a new school year, and Novo Nordisk Canada spun that into their Saxenda campaign with a play-on-words focused on back-to-school; Back to Saxenda and First day of Saxenda.  They also maintained their Choose Change slogan for a few of their Facebook ads.  As you can see, their ads continued to target overweight men as well as overweight women.

Saxenda ads - 1Saxenda ads - 2Saxenda ads - 3

 

December 2018:  Now is the new later campaign

Fully aware that many people wait for January to take a resolution to lose weight, Novo Nordisk Canada sponsored Facebook ads to motivate overweight Canadians to take action now and not wait until January.  As marketers, we know how that last little push at year-end just might make the difference for a brand to reach its sales objectives for the year.

 

This slideshow requires JavaScript.

 

Late December 2018:  Countdown to new year resolution

And my personal favorite part of this campaign evolution so far was when Novo Nordisk Canada sponsored Facebook ads for a 3-day countdown to the new year.  A pharmaceutical company can have a bit of fun with its community just like a consumer company!  Understandably, some brands do not have that luxury because of the type of disease that they are associated with, but for certain brands like weight loss prescription products, it works beautifully.

Saxenda - new year countdown - 2 days v2 - error in adSaxenda - new year countdown - 2 days v1Saxenda - new year countdown - 1 day

 

January 2019:  The Saxenda® resolution campaign

Novo Nordisk Canada is again playing on people’s need for a fresh start by encouraging overweight Canadians to make a new year’s resolution to talk to their doctor about Saxenda.

 

This slideshow requires JavaScript.

Playing by the rules:  Direct-to-Consumer (DTC) pharmaceutical advertising

Throughout the evolution of the Saxenda social media campaign, Novo Nordisk Canada played by the direct-to-consumer pharmaceutical advertising guidelines which state that you can only refer to the product name, price or quantity.  You will notice that the ads targeted to patients mention the brand name Saxenda, but they do not mention any indication related to weight loss.  In the ads targeted to healthcare professionals, they have to be careful because even though these ads are not intended for patients, it is possible for a consumer to see it so they must be treated as a direct-to-consumer pharmaceutical advertising ad.  And they are!  The ads either mention obesity or they mention the brand name Saxenda, but never both in the same ad.

 

Where to follow Novo Nordisk Canada:

You can find the Novo Nordisk Canada Facebook page here, although it is not used to communicate with the online community.  Its main purpose is just to be the anchor page for Facebook ads, which has been a requirement of Facebook for the past year or so.  However, their Twitter account posts more regularly, and you can find them on Twitter here.

Novo Nordisk Canada partnered with Media Platforms for their Saxenda® campaigns.

Saxenda® ads shown in this blog post are all owned by Novo Nordisk Canada.

Let us know what your thoughts are on the evolution of the Saxenda social media campaign in the comments below.

CCPE Comes out with a Roar on Facebook

CCPE-CFPCA little while ago, I wrote about what seemed to be a revival of the Council for Continuing Pharmaceutical Education (CCPE), at least when it comes to their online presence.  They had revamped their website and had an ad on Facebook boasting about their updated educational site.

The CCPE used to be so quiet online and on social media, but they seem to be coming out with a roar on Facebook these days!  Way to go CCPE !!!!  Your increased presence on Facebook is definitely noticeable!

It looks like the CCPE has recently (as spotted in December 2018) taken their Facebook presence one step further as they have multiple ads on Facebook targeting people who want a competitive advantage in the pharmaceutical market.  Their positioning and targeted audience are very clear from their ads.  The CCPE clearly wants to be recognized as the educational organization that can help boost one’s career within the pharmaceutical industry, whether one is trying to break into the industry or needs a competitive edge to stand out amongst their peers when it comes to career advancements.  Take a look at the screenshots of their most recent Facebook ads;

 

 

This slideshow requires JavaScript.

I don’t know if the CCPE is advertising on other social platforms, but I think that Facebook is definitely a good spot to be advertising because those with or those hoping for a pharmaceutical career are like the general population – they are on Facebook.  Despite all of Facebook’s recent chaos and woes, it is still the number 1 social media platform for Canadians as can be seen by its page view share of 55.98% (Statcounter, Canadian social media statistics, November 2016 to November 2018).

statcounter - social media - Canada - Nov 2016 to Nov2018

Source: StatCounter Global Stats – Social Media Market Share

Kudos to CCPE for taking this plunge in Facebook advertising.  When we think of reaching out to pharmaceutical professionals, we think of LinkedIn, but I think we often overlook Facebook because it is where Canadians go to the most when it comes to social media.  And even though the targeted audience is probably on Facebook for personal reasons, their professional career hat is not far away, so the ads should be effective in reaching the appropriate audience.  I look forward to seeing if it pays off for CCPE in the future.

Do you think more companies should be reaching out to pharmaceutical employees via Facebook ads?  Let us know in the comments.

 

Bell Let’s Talk on Social Media

Bell Let's Talk

Bell Let’s Talk is a yearly initiative by Bell Canada that promotes open and frank discussion about mental health.  It’s been hugely successful and many celebrities have been involved in the campaign, thus helping Bell garner even more visibility for this worthy campaign.  Hats off to Bell Canada for sponsoring this campaign since 2010.  Bell Canada is on track to donating $100 million to mental health programs by the year 2020.

Setting up social media profiles to support such a campaign, which is not focused on selling products or services whatsoever, is a clever way of increasing one’s brand name visibility.  For example, the Bell Let’s Talk social media networks compared to the Bell Canada networks are as follows:

  Twitter followers Facebook page likes Instagram followers
Bell Let’s Talk 161K followers

 

 

236K on Facebook

 

 

 

14.7K on Instagram

 

 

Bell Canada 82K combined for @Bell and @BellSupport

 

171K (English and French page followers combined) 4.5K

There are approximately 40% more Bell Let’s Talk social media followers than there are Bell Canada followers.  That makes for 40% more people to hear about Bell Canada, even though it isn’t specifically about their products or services.  It is still a great way to get visibility and brand name recall.  As a result, even though the company is spending money to promote the Bell Let’s Talk campaign, gives millions in donations (which is tax write-off for the company at the end of the year) and does not receive any revenues for this particular campaign, many would say that the PR and brand visibility is well worth it.

This campaign truly does achieve its goal of enhancing communication about mental health as can be seen by the Google Trend chart for the search term “mental health” in Canada for the past 12 months.  You can see the January bump in data which indicates last year’s Bell Let’s Talk  initiative.  Search trends for the term “mental health” do not come close throughout the remainder of the year.

Mental Health Google trends in Canada - past 12 months

 

Here is the current portfolio of Facebook ads for the Bell Let’s Talk campaign, which are being promoted a couple of weeks before the actual event itself, which will take place on January 31 2018.  This year, the campaign is focused on the lives of 37 real people who are telling their story of mental health.  The ads all promote the event’s hashtag, #BellLetsTalk, and many of the ads consist of videos between 30 second and 1 1/2 minutes.  Several of them have a call-to-action to learn more, and by clicking on this button, you get brought to the Bell Let’s Talk webpage with details on the mental health stories included in the campaign.

We will continue to watch the Bell Let’s Talk campaign to see how it evolves on social media.  Stay tuned!

 

Note: I am not affiliated with Bell Let’s Talk, Bell Canada, nor the agency that developed the campaign. I’m just appreciating their work, and I enjoy learning from others’ campaigns.