Comprehensive Marketing strategy of Abbott – With STP Analysis and Campaigns

Updated on: Nov 28, 2022
marketing strategy of abbott - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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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.

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About Abbott – Company Overview

marketing strategy of abbott - logo

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:

  • Cardiovascular
  • Diabetes Care
  • Diagnostics
  • Neuromodulation
  • Nutrition
  • Medicines

Quick Stats 

CEO Robert Ford
CMO Melisa Brotz
Area served Worldwide
Industry Health care,
Medical devices,
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.


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.

Marketing Campaigns 

  • ‘Don’t Wait for Life’ Campaign

marketing strtaegy of abbott - marketing 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’

marketing strategy of abbott - marketing 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

marketing strategy of abbott - marketing 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.

SEO Strategies

marketing strategy of abbott - ubersuggest seo screenshot

Source – Ubersuggest

According to the SEO Standards organic keywords below 500 is bad, above 1000 are good, 10,000+ is amazing and as seen 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.

Influencer Marketing

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.

E-commerce Strategies

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.

Mobile Apps

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.

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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. 

So if you are trying to learn about this new phase in marketing i.e Digital Marketing MBA in Digital Marketing and Online Digital Marketing Program is the easiest way to learn about it. 

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. 

Thank you for reading this case study till the end. Your views and thoughts would be appreciated in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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