ZenithOptimedia, the ROI agency, has today announced the launch of its new healthcare and pharmaceutical division ZenithOptimedia Health.
ZenithOptimedia Health, headed up by Richard Shotton, will provide a full range of marketing services including media planning and buying, brand tracking, econometrics, SEO, PPC and conversion rate optimisation.
Clients will immediately benefit from access to a plethora of rich proprietary data sources to enable them to better understand the range and influence of the various media avenues available to them.
This includes the Touchpoints ROI Tracker, which has been utilised to create an immediate benchmarking study, spanning 9,716 interviews across eight countries to understand the relative influence of 33 touchpoints in the healthcare category.
The Touchpoints ROI Tracker is based on the premise that marketing communications influence a brand’s market share. Touchpoints range from the traditional (point of sale, search, brand websites, internet display) to the more finely detailed, such as different categorisations of recommendation (i.e. from a doctor or from a family member).
Each is subsequently ranked on a scale of influence known as the Contact Cloud Factor (CCF), ranging between 1-100, which is obtained by asking various questions around the ability of the touchpoint to convey an appealing image, accurate information and the role it plays in the decision to choose a brand. Category results are then cross-referenced with the wider mass media to generate valuable insight.
Tim Hipperson, CEO, ZenithOptimedia Group comments: “ZenithOptimedia is well established in the healthcare and pharmaceutical field, laying claim to one of the largest pharmaceutical rosters in the UK. We are aggressively targeting growth in this area and are continually looking to deliver new insights to enable our clients to make the most profitable decisions.
“ZenithOptimedia Health gives us an opportunity to further enhance our unique positioning and furnish our clients with an even stronger competitive edge.”
Richard Shotton, Head of ZenithOptimedia Health comments: “ZenithOptimedia Health is a compelling opportunity for clients, offering the benefits of a large agency whilst having the sector knowledge of a specialist. This knowledge will ensure we’re even better placed to give our clients a distinct advantage in the marketplace.
“Whether that is the specific regulatory restrictions or the need to target niche audiences with defined media habits, ZenithOptimedia Health immediately represents a best-in-class proposition for healthcare and pharmaceutical organisations.”
ZenithOptimedia Health will also be offering clients the opportunity to access a panel of medical personnel (GPs, vets, pharmacists or specialists) and ailment sufferers. This will allow clients to pre-test creative and monitor the impact of campaigns.