Patricio Robles says, “Facebook is an attractive platform for pharma companies looking to reach consumers directly online, but cutting through the clutter can be difficult, necessitating that pharma marketers employ the right Facebook tools for their campaigns.

Here are three ways pharma firms have used Facebook to good effect.

VAYA Pharma buys targeted Facebook ads

To market Vayarin, a prescription “medical food” used in the dietary management of attention-deficit/hyperactivity disorder (ADHD), VAYA Pharma turned to social marketing firm Adaptly, which determined that Facebook, thanks to its targeting capabilities, was the ideal platform on which VAYA could reach parents who have children with ADHD.

Adaptly’s campaigns, which used Facebook Link Ads and the Facebook Audience Network, ran between May and July 2016 and targeted parents between the ages of 35 and 54. Keyword interest categories were used to identify interest in ADHD.

The result: the campaigns delivered nearly 100,000 visitors to the VAYA’s Vayarin website and generated more than 270,000 downloads of the company’s consumer-focused Vayarin infosheet”.

Three effective ways pharma brands have used Facebook for marketing

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