In our previous case study, we discussed the Marketing strategy of Cardinal Health. In this article, we are going to learn about the Marketing Strategy of Abbott. Abbott is one of the fastest-growing pharmaceutical companies.
Abbott has expertise in manufacturing and providing high-quality, reliable products with expert clinical support to their customer’s needs.
The main objective of this article is to discuss the marketing strategy that Abbott opts for to become such a successful brand.
Marketing is a part of a company’s DNA that can either make or break it. As users across the world go digital, marketing has followed them to the digital realm as well. Check out IIDE’s Free MasterClass on Digital Marketing 101 if you’re interested in modern digital marketing.
In this case study, we will in detail study the marketing strategy of Abbott. So let’s start with the company overview and know the company better.
About Abbott – Company Overview
Source – Wikimedia Commons
Dr Wallace Calvin Abbott established Abbott Laboratories in 1888. The company’s main office is in Abbott Park, Illinois, in the United States. The healthcare, medical device, and pharmaceutical industries are served by it.
Wallace Abbott ran a drug store and was a licenced physician when he launched the business. He was innovative in starting his own business, and Abbott Laboratories, a well-known MNC, is a result.
“A Promise for Life” is its well-known tagline. In their quest for a healthy lifestyle, Abbott promises that they are here for the individuals they serve. Abbott has been doing things this way for more than a century—passionately and carefully transforming science into benefits to health that endure.
Among the top firms in the sector is Abbott Laboratories. It offers a variety of products to its clients in the marketplace. The following are some of the products offered by Abbott Laboratories:
- Diabetes Care
|Revenue||US$43.1 billion (2021)|
|Vision||Our promise to you—and ourselves—is to nurture human health and to help you live a healthier, happier and better life.|
|Tagline||LIVE YOUR BEST LIFE, NOW AND IN THE FUTURE|
Marketing Strategy of Abbott
Let’s start with the interesting marketing strategies used by the company. First, let’s take a look at it STP Analysis.
Segmentation, Targeting and Positioning
Segmentation – Abbott segments its products and market into 4 segments –
- Established Pharmaceutical Products
- Diagnostic Products
- Nutritional Products
- Medical Devices
Targeting – They do not have any specific target market.
Positioning – Abbott is positioned as a world leader in the in-vitro diagnostic market.
- ‘Don’t Wait for Life’ Campaign
This campaign was launched in collaboration with Toaster India. It consists of 4 films demonstrating and discussing heart disease and diabetes and how they can be faced by using the technologies that the company provides. They show how these technologies help in living a better and healthier life.
- ‘Real Life Heroes campaign’
The TVC was launched to show how people are living and enjoying their life to the fullest even after having heart and health problems with the help of modern technologies with the real cast.
The main motive of the campaign was to show that new technologies help people to let go of their health problems and live their life to the fullest and make memories.
This campaign was also shortlisted at Cannes Lions Awards.
- ‘Muscles Matter’ Campaign
They launched this campaign to bring some awareness about muscle loss and how to strengthen it when necessary.
They motivated people to take Muscle Age Test and they launched the new Ensure which is a nutritional supplement based on research that is made with 32 essential elements, including high-quality protein, calcium, and vitamin D, to help strengthen bones and muscles.
Social Media Marketing
- Facebook: 324K
- Instagram: 130K
- LinkedIn: 3M
- Twitter: 34.9K
Abbott has the most followers on LinkedIn i.e 3M.
They post about the events they are part of or they held. The events mostly are marathons or games organised to promote a healthier and good life the motto of the brand.
Source – Ubersuggest
According to the SEO Standards organic keywords below 500 is bad, above 1000 are good, 10,000+ is amazing and as seen abbott.com has 312K organic keywords which are amazing.
As for traffic, they have 622K monthly visits above 20000 visits a month is good. This shows that Abbott is planning and executing its SEO Strategy wisely.
Abbott does not use any kind of influencer marketing at this point in time. But being a health care and medical devices company they can surely opt for influencer marketing.
They can have celebrities to promote their campaigns and products so they can reach a wide range of customers.
Abbott has 2 websites. One is the official website where you can learn about the company what they do and how they do and detailed information about the products they offer.
And they have a separate website AbbottStore, from which you can buy the products offered by the company.
Abbott has multiple apps available on the play store.
- Knowledge Genie – 4.1 ratings / 1L+ downloads
- VertiGo Exercise (AR) – 2.7 ratings / 10T+ downloads
- Amplatzer Portfolio – 3.6 ratings / 1T+ downloads
- A: care Young Genie – 4.0 ratings / 1L+ downloads
- Abbworld – 3.5 ratings / 10T+ downloads
- Sympheos Mobile – 1T+ downloads
- myStarlims – 1T+ downloads
- myMerlinPulse – 3.9 ratings/ 1T+ downloads
- Abbott Wound Monitor – 1T+ downloads
- Abbott MiReality App – 4.3 ratings / 100+ downloads
Abbott also has some apps for the Indian Audience –
- eHRIndia – 3.6 ratings/ 5T+ downloads
- NAVICA India – 1.6 ratings / 50T+ downloads
- Acare India – 100+ downloads
Content Marketing Strategies
As for content marketing, Abbott publishes some press releases on its website in which they discuss various health problems and solutions for them with the help of new technologies. They even discuss such campaigns on their social media platforms.
This brings us to the conclusion of the marketing strategy of Abbott.
What’s unique about the marketing strategy of Abbott?
So in conclusion, let’s take a quick look at what we discussed in the case study on the marketing strategy of Abbott.
Abbott is one of the leading healthcare companies that manufacture medical devices.
They have launched some amazing campaigns of which one campaign ‘Real Life Heros’ was also shortlisted for the Cannes Lions awards which are impressive.
They also have amazing engagements on all their social media platforms. As for SEO Strategy, they have an impressive number of organic keywords and monthly visits.
They also have a separate website on which people can their devices which is good and convenient for customers.
From this marketing strategy, we saw how crucial marketing is in the company. And as the world is changing means of marketing are also changing, and this is where digital marketing comes into the picture. Marketing is slowly turning towards becoming digital.
If you liked the marketing strategy of Abbott and want to read more about such an impressive marketing strategy IIDE Knowledge Portal is the place where you can find them all.
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