Healthcare

Galileo Connects Patients to Global Pharma Breakthrough Vaccine

AT A GLANCE

Galileo’s ML-powered Search Ranking Factors (SRF) isolates the specific SEO variables that power visibility and drive customer acquisition.

 

A global pharmaceutical brand developed a singular solution for an underserved patient community. However, low visibility and contextual awareness prevented new customer acquisition.

Arcalea’s Galileo analyzed the market, quantified competitors, and calculated the industry-specific attributes to increase visibility and maximize new customer acquisition.

The Challenge

A leading pharmaceutical company created an unparalleled, targeted solution for an under addressed patient population. Despite a breakthrough market solution, organic visibility was low, and existing customers were largely acquired through branded paid campaigns. With little contextual brand awareness, the brand could not capture new customers who were unfamiliar with their brand’s name. As a result, patients most in need of the treatment were unable to access it. With little insight into site-specific SEO data, the brand had no guidance that would increase visibility and contextual search volume. They needed to understand the precise factors driving ranking on Search Engine Results Pages (SERPs) for their industry.

 

Actions

Arcalea began by calculating the specific share of search marketing the brand and competitors held. By using a list of aggregated, disease state-relevant keywords within groupings of topics, Share of Voice (SOV) identifies the precise online market share of all brands within the category. Market share was defined by total search volume, keyword ranking, and click-through rate for the representative set of relevant keywords. Arcalea’s analysis provided a benchmark of the total addressable market, quantified the competitive landscape, and provided insight into the efforts that needed to be taken by the brand to increase organic visibility and traffic.

Because search marketing is a zero-sum game, a brand’s current SOV depends on how all other relevant domains are currently ranking within that category. As a result, brands can rank highly for a subset of keywords, but without a wider set of keywords the brand still captures a smaller SOV. 

In this case, the brand ranked high for specific keywords, but was dwarfed by the SOV of domains with broader sets inclusive of the targeted keywords. Because medical topics are represented by long-existing websites, their high authority and broad contextual relevance has built-up over years, thus improving their search ranking. As a result, the brand and its direct competitors (other pharma product domains) captured insignificant online share and visibility when compared with the larger contextual keyword footprints of domains such as cdc.gov and mayoclinic.org. A precise and comprehensive organic strategy was required to rank in search results.

Next, Arcalea utilized their proprietary tool, Compass, to perform a search ranking factors  assessment that would identify and quantify the industry-specific SEO elements driving SERP ranking.  Compass begins with a set of search queries designed from digital domain expertise and industry context. Using the query set, qualitative and quantitative predictor variables are scraped from thousands of SERPs. Additionally, each URL’s page content and meta-descriptions are processed by Name Entity Recognition (NER) to identify the most common and relevant topics for the industry. Following data collection, statistical modeling and data transformation, Compass identifies features before determining the best machine learning algorithms to train in order to find and quantify each ranking factor’s influence on page-one probability.

The resulting trained models identified the top 15 ranking attributes that drove increased traffic and customer acquisition.

While common SEO practices focus on generic lists of ranking attributes or anecdotal evidence shared within the search engine optimization community, actual data-based ranking factors are unique to each industry. 

Finally, Compass identified the words and phrases that provide contextual relevance for ranking. Clustering arranges contextual examples based on similar characteristics. By analyzing the number of shared search results between queries, the clustering method partitions keywords in distinct topic clusters, which enables brands to better understand target topics for content creation.

 

RESULTS

 

Using traditional approaches to identify competitors and search ranking factors cannot provide accurate actionable data. Innovative data analysis can accurately identify the often counterintuitive market elements and factors. Arcalea’s SOV identified unexpected sites that captured share without being direct competitors. Similarly, the Compass findings identified unusual factors that drove visibility.  These analysis recommendations combined to increase digital relevance through three dynamic elements: off-page, content, and technical recommendations. With a prescriptive plan identifying exactly what should be implemented  and to what degree, the brand was able to increase search presence and new customer acquisition.

Moving Forward

By increasing organic ranking and volume, the brand is able to reach and capture the targeted patient population.  Because the market and search algorithms change, the company will want to continue utilizing Compass to assess and augment implementation strategy and extend their lead in ranking and market share. 

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The brand needed to increase targeted acquisition and revenue through marketing mix evaluation, eliminating unproductive paths and increasing ROMI. However, the brand had no insight into marketing efficacy beyond default Google Analytics and Google Ads reporting.

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