To build robust insights on the target audience and how and where to reach them, Luxid conducted extensive research using advanced data gathering tools:
- Analysis of multiple respiratory and GP-themed websites, social accounts and other communities to gain insights into where the target audience can be reached, what content they follow and which media they engage with
- Analysis of European competitor respiratory websites with meaningful traffic volumes
- Backlink and competing-site analysis ( e.g. GP Notebook) for both competitor sites and sites found through audience analysis, to discover channels to reach the target audience.
The study was based on cross-analysis of Twitter, Facebook, LinkedIn, Instagram, YouTube, Google trends and Google search results.
Based on this research, Luxid created a marketing plan suitable for all 10 countries and built localisation-ready English master assets for every channel.