The Awareness Advantage: Findings from TikTok & Tracksuit

The advertising landscape is evolving, with digital platforms like TikTok redefining the traditional divide between brand and performance marketing. Tracksuit and TikTok’s “Awareness Advantage” report highlights how integrating brand awareness with performance marketing yields superior results, particularly in pharma marketing, where trust and familiarity are crucial.

Key Findings from the Awareness Advantage Report

1. Brand Awareness Boosts Conversions
   Brands with higher awareness see conversion rates up to 2.86 times greater than less recognized brands. For pharma, investing in brand awareness enhances paid media efficiency, driving actions like doctor inquiries or patient support material downloads.
2. Brand and Performance Work Together
   The report challenges the rivalry between brand and performance marketing, advocating for their synergy. For pharma marketers, where messaging is often constrained by regulations, aligning these functions can maximize campaign value.
3. The “37% Awareness Threshold”
   Achieving 37% brand awareness significantly improves conversion efficiency. This insight can guide budget allocation between awareness-building and direct-response campaigns, making it a strategic goal for initiatives like new drug launches.

Implications for Pharma Marketers

1. Reframe Metrics: Shift focus from CTRs and impressions to conversion rates and brand health. Prioritize how brand-building drives actions like telehealth inquiries or patient enrollments.
2. Strategic Budget Allocation: Dedicate a portion of paid media budgets to awareness-building, especially if awareness is below 37%. Platforms like TikTok, LinkedIn, and healthcare ad networks can be leveraged for upper-funnel activities.
3. Balance Goals: Combine short-term outcomes like patient enrollments with long-term brand equity development to avoid diminishing returns.
4. Platform Selection: While TikTok is highlighted, brand awareness strategies apply across platforms like Google, YouTube, and healthcare publisher networks. Increased awareness improves SEM campaigns by enhancing brand recall.

Practical Tips for Pharma Marketers

• Set Awareness Goals: Measure current awareness and prioritize brand-building if below 37%.
• Use Patient-Centric Messaging: Focus on education and disease awareness to comply with regulations.
• Integrate Metrics: Link brand awareness with performance metrics to justify investments.
• Adopt Multi-Channel Strategies: Use high-trust platforms alongside creative storytelling on TikTok.

solli’s Final Thoughts

The report underscores the interdependence of brand and performance marketing, something that we at solli have been championing throughout 2024. For pharma, where trust is vital, building brand awareness amplifies paid media effectiveness. By aligning brand and performance goals, marketers can achieve sustainable growth.

To read the full report click here.