Campaign Management

Campaigns refer to the Marketing Department role in targeting, acquiring and remarketing the company to Potential Leads/Customers. The types of campaigns include:

• Permanent Campaigns: runs on an ongoing basis with the aim to generate higher quantity and quality of Leads through digital ads optimization and remarketing in general.

• Scheduled Campaigns: campaigns scheduled to be carried out in a set amount of time yearly, with specific business development goals. They can be further classified into Main and Side Campaigns.

The Campaign Management SOP covers the management of Permanent Campaigns and scheduling as well as execution of yearly Main and Side Campaigns.

Campaign Management is a critical function of the marketing department in any organization. It involves planning, executing, and tracking marketing campaigns to achieve specific business objectives, such as increasing brand awareness, generating leads, or driving sales.

It is important to keep in mind that as a B2B pharma and medical products supplier, campaign management is particularly important. We operate in a highly competitive industry where success is contingent on effective targeting, messaging, and promotion. Given the complex nature of our products, campaign management must be approached in a systematic and data-driven manner to ensure that we are maximizing our marketing investment.

Objectives of proper campaign management are:

• Define clear campaign goals and objectives
• Develop a campaign plan that aligns with the company's overall marketing strategy and capabilities
• Allocate resources (budget, personnel, time) to execute the campaign plan effectively
• Select the appropriate marketing channels to reach the target audience and goals
• Develop compelling messaging and creative assets that resonate with the target audience
• Monitor campaign performance and adjust tactics as needed to optimize results
• Report on campaign performance to stakeholders and provide recommendations for future campaigns

Target Audience

When running Campaigns, it is important that the Target Audience of the campaign is well defined and understood in order to set effective targeting and messaging strategies. The primary target audience of the company is:

B2B Importers and Distributors of Pharmaceutical, Medical Device and/or Veterinary products in target countries.

It is important that the demographic that we are targeting is very well understood by the Marketing Department. The target audience of each AdvaCare product range can be found in the Distribution Channels SOP:

Distribution Channels: Introduction > Understanding our Target Audience

Distribution Channels: An Overview > Distributors

*The above 2 SOP References must be read before continuing.

It is also important that the Marketing Dept. understands the different characteristics of the target audience in each country that is being targeted. The target countries and general behavior of a market can change from time to time, and therefore they are defined and reviewed every two quarters by the BD Dept. The list can be found here:

Targeted Countries

Marketing Specialist needs to refer to the above spreadsheet Targeted Countries for more insight into our target audience when planning to run any campaigns. Open the spreadsheet while reading the table below:

Roles and Responsibilities

Campaign management involves multiple roles and responsibilities within the marketing department. These include:

• Marketing Manager: The marketing manager is responsible for overseeing the entire campaign management process including:
• coordinating with BD Dept. in setting goals and objectives
• developing the campaign plan
• selecting the appropriate marketing channels
• allocating resources
• executing campaign schedules
• monitoring performance

The marketing manager will work closely with other members of the marketing team to execute the campaign plan effectively.

• Campaign Marketing Specialist: The campaign manager is responsible for the day-to-day management of the campaign including:
• coordinating with internal stakeholders
• managing timelines and budgets
• executing the planned digital marketing channels
• ensuring that all campaign deliverables are produced on time and to a high standard

The campaign specialist is also responsible for developing the campaign’s messaging and coordinating with the designers and SEO specialists to produce creative assets that correspond with the campaign messaging and goals.

• SEO & PPC Marketing Specialist: The SEO & PPC Marketing Specialist is responsible for carrying out paid ads in the most cost-effective but result-driven strategies. The SEO & PPC specialist is also responsible for tracking paid campaign performance and providing insights into what is working well and what could be improved.
• Design Marketing Specialist: The design specialists are responsible for developing the creative assets (e.g., graphics, videos, etc.), and overall brand look and feel.

Types of Campaigns

The two main types of campaigns are Permanent Campaigns and Scheduled Campaigns.

1. Permanent Campaigns that are currently run include:

• Website SEO Optimization (product pages, product range pages, news content pages and other landing pages)
• G-ads PPC/RSA Ads
• G-ads Retargeting Ads (banners)
• Social Media Posts

2. Scheduled Campaigns include Main Campaigns and Side Campaigns. Differences between the two can be seen below.

	MAIN CAMPAIGN	SIDE CAMPAIGN
Objectives	Larger-scale initiative that is designed to achieve major business objectives, such as increasing sales revenue, expanding market share, and raising brand awareness altogether for a specific product range or region.	Smaller in scope and designed to identify and carry out campaigns related to current market trends, temporary company advantages, and a specific strategic need.
Resources	More resource intensive, including time, budget and personnel. This is because it requires more careful planning, execution, and monitoring.	Requires fewer resources and may be executed more quickly and with less oversight.
Timing	Typically planned and executed over a longer period of time, ranging between at least a quarter up to even a year.	Intended to be executed on a shorter timeline, such as a few weeks or a month and more flexible to change depending on market conditions.
Integration	May require integration with other marketing initiatives and business functions, such as Sales, Product Development, and Procurement Dept. They may involve cross-functional teams and require close coordination between different departments.	May be more standalone in nature and may not require as much integration with other functions.
Measurement	Evaluated using key performance indicators (KPIs) that are tied to overall business objectives, such as return on investment (ROI), customer acquisition cost (CAC), and customer lifetime value (CLV).	Evaluated using more tactical metrics, such as click-through rates, social media engagement, or reply rates.
Examples	Product Range Launch Product Range Rebranding Region Focus	Overstock of Inventory/Samples New product/specification launch Vendor Reverse Marketing

Marketing Channels

Marketing channels refer to the platforms through which messaging related to the campaigns are communicated to the customers. These channels are critical for reaching and engaging target audiences, generating sales, and building brand awareness. In our Campaign Management, our focus is primarily on Digital Marketing Channels, that are introduced below, separated into two categories by two marketing strategies - Lead Acquisition or Remarketing:

• Leads Acquisition

Acquisition refers to the process of acquiring new Leads for the first time.

• Google Search/Video Ads
• Content Marketing (Website Media Post)
• Outbound Marketing (EL, MOH List)
• Social Media Outreach
• Content Marketing (Other Media)
• Social Media Ads & Post Boosts
• Remarketing

Remarketing refers to the inciting re-engagement from existing visitors that have visited our website or contacted AdvaCare through other means (email, social media, etc.) whether they have converted or not converted to Leads/Prospects.

• WhatsApp
• Google Retargeting Ads (Banners)
• Email Marketing (Newsletters)
• Social Media Posts

Permanent Campaign channels are set and running, requiring constant monitoring and assessment. While planning a Main or Side Campaign, determining the appropriate marketing channels is an important step to achieve the campaign goals. In general, each campaign will involve more than 1 marketing channel, although some side campaigns can be run with just 1 appropriate channel. More information regarding the details of each marketing channel will be explained in the next parts of this SOP.

Content Category

Content here refers to the structure, text, materials and assets that are utilized within various marketing channels to engage with our target audience, on the points that we want to get across. The specific contents may vary depending on the marketing channel and the category of the campaign we are running. To put the different categories into perspective:

For example, the template of a newsletter intended for offering a PRODUCT will be different than a template intended for a REGION, because we want to draw the target audience’s attention more to the products vs. AdvaCare’s brand presence in the region. Regardless if the marketing channel used will be the same, depending on the category of that specific campaign, the final product (in this case, the newsletter), will look very different for each category.

The following are the different content categories:

• Product Category

Focus on marketing certain products. May include more details on each product, such as composition, efficacy, etc.

Example: Offering 4 Nutraceutical Syrups with available samples and documents.

• Product Range Category

Focus on marketing a range of products. This is very similar to the product category, but with emphasis more on the range’s advantage overall.

Example: AccuQuik Diagnostic Detection products from our Medical Devices range.

Under the Product Range Category, a NL may be heavily “Vendor Focused”. This means selecting a product range to do marketing of, not because of the product form or dosage from AdvaCare’s selections, but from a Vendor’s product range. It is similar to a product range category, but with additional information on the advantages that a Vendor may provide which complement or exceed AdvaCare’s advantages, in addition to AdvaCare’s advantages.

Example: Product range from our production partner - “Vendor A”, because they have USFDA certifications for their oncology products + the AdvaCare brand advantage

Note: even though internally “Vendor focus” is differentiated, it should NOT be conveyed in the marketing messaging as the “Vendor” must feel as a part of AdvaCare, and the only difference is a specific “production line” has some benefits to offer.
• Brand Category

Focus on increasing brand awareness of one of AdvaCare’s brand divisions. Not highlighting any specific products or which range it is, but rather what the brand means and the added value it can bring for a distributor.

Example: AdvaLife Nutraceuticals

• Region Category

Focus on getting distributors in a specific region.

Example: Southeast Asia or selected countries from Eastern Europe.

• Featured Content

Focus on providing informational content for brand awareness, engagement, customer education, and maintaining industry reputation to our target audience.

Example: Content post on our website regarding the rise of chronic diseases in developing countries and why pharma distributors should start including our related products in their range.

• Event Focus

Focus on a specific event happening in the Industry and/or AdvaCare. It is usually a combination of Product Range + Region, but the main approach to the Prospects revolves heavily around the event period.

Example: Attending CPHI (annual pharma expo) or Sales Dept. Business Trip to a region.

Executing Campaigns

In executing campaigns, it is important that the Marketing Dept. understands how each of the above pieces come together for proper campaign execution. Permanent Campaigns are constantly running and require only assessment and adjustments if deemed necessary, while the Main/Side Campaigns will require coordination with other departments to carry out, and time to prepare for scheduling and execution. The below graph visualizes how each part works with coordination in the Main/Side Campaign Management process.

This SOP will explain the process of Campaign Management from Permanent Campaign Management (Level 1), Main/Side Campaign Roadmap (Level 2), Main/Side Campaign Management (Levels 3) and Assessment and Reporting (Level 4).