Bayer's Betaseron Facebook Ad Uses a New Feature: Scrolling ISI
Bayer’s Facebook ad campaign for multiple sclerosis drug Betaseron and its Betaconnect injector launched this month with several firsts. It's not only Bayer’s first Facebook ad, but it's also the first time Facebook has enabled a scrolling ISI inside a pharma ad.
Scrolling safety information allowed Bayer to stay inside text and photo limits of a pre-determined ad box but still meet FDA guidelines for necessary risk information. While some pharmas already do that in banner ads, it had not been done inside Facebook ads until this campaign, said Craig Hashi, Facebook Health client partner, who--along with Ozgun Demir, associate director of emarketing at Bayer--talked about the work at the Digital Pharma East conference last week.
Another new feature of the ad is the “call now” button, a feature Facebook added last year for business ads. However, for the Betaconnect ad, the phone button is connected to a live nursing-staffed line. To accommodate the real-time interaction, the ad was set up to run only between the weekday hours of 8 a.m. to 8 p.m.
The Betaconnect Facebook campaign is using Lead Ads, which allows users to click to sign up for more information without leaving the site and with the ability to input the person's Facebook account data, such as name and email address, into the form. Going from the initial idea for the ad to publish took about four weeks, Hashi said.