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Tonic Ad Platform: a simple patform to promote

 

 

 

CADENSE AD PLATFORM

A simple platform to promote health brands and services on Tonic


Project: Ad platform

Client: Cadence/Tonic

Sector: Business to Business

Responsibilities: 
Concept visioning, Identity development, User experience, User journeys, Strategy architecture,  Prototyping, User testing and Visual UI design. 


The challenge

Alongside the mHealth platform Tonic, we also envisioned the mechanics of a B2B ad management platform for health brands and services to engage with new audiences.

We started by explore the competitive landscape for products or services that have websites with similar objectives in the US, Canada, UK, Australia to and establish who does a comprehensive job of selling the proposition, allows customisation and the selling of advertising space. Look at varying pricing strategies and return on investment (ROI) for these services to help inform Tonic's business modelling. The ultimate goal was to monetise Tonic using adverts, without compromising the apps user experience or credibility. Offer unique ad campaign metrics that will differentiate Tonic’s advertising from other digital ad offerings. The target audience for the B2B platform included big pharmas, medical research, post marketing surveillance, health and wellness brands who are interested in advertising to millennials.

Our approach

We took a look at all forms of native advertising, affiliate marketing, sponsored or branded content whilst also considering the laws of selling certain products in the US. Our user research showed that “Native advertising” was growing exponentially and that
“There’s a massive disconnect between: Patient, Doctors and Drugs. If there was some way to bridge this gap it would be very valuable to the pharma industry” User Feedback.

There was an inherent risk with designing and creating an ad platform before the product launched was that a user base didn’t currently exist. So our hypotheses included implementing a marketing strategy that would attract and retain users alongside many others.

 Examples of slides from our ad platform strategy.

Examples of slides from our ad platform strategy.

It was also clear that users are far more receptive to advertising when they find the content useful, interesting and relevant to them. So we advised the curation the advertising content to ensure it is relevant to the platform and users in order to see a more receptive and engaged audience.

And from a B2B perspective the research indicated that advertisers are more inclined to work with apps where they can see a clear ROI, so we offered clearly labelled metrics that demonstrated the impact of the advert during and after the campaign.

We also heavily researched the mechanics behind ad tracking to include: reach, views, time spent, engagement, click-throughs, conversions and cost modelling.

The results

The ultimate goal was to make a profit on the Tonic app by becoming the go to platform for health and wellness advertising. And demonstrating its revenue-generating capabilities was an important step in its ability to raise funds from investors. Arguably too soon to realise this without an audience base to test on, a lot of what we envisioned firmly sat in the concept envisioning stage, ready to be implemented once all the other elements were in place.

We mapped out the core user stories for the internal and external users and customers and went on to design and map out a “self-serve” platform that enabled end-to-end

The ad platform solution allows advertisers to bring awareness to their brand/product/campaign with various ad formats which included: full-width images and a carousel, video (along with a headline, description and a call to action), branded content (such as articles, tips, videos or podcasts), interactive polls and mini-questionnaires

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From full-bleed premium advertising formats to custom embedded adverts we envisaged audience targeting functions, advert features, cost models and pricing.

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Given the early stage we were at we also proposed a Minimum Viable Product (MVP) that enabled the start-up to roll out initial adverts from the get go and then a full roadmap for a future-proof feature-set. The MVP included: Low price points, offering free advert credit, targeting price based on demand, detailed anonymised data capture, continuous user and market reserach to validate ad strategy, tracking success of ad formats and beginning to build relationships with brand advertisers and their agencies.

Alongside this ad platform project we looked at how Cadense (The parent company) and Tonic’s B2B and B2C proposition sat within the companies overarching web presence.  


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