Precise Marketing Strategy of AbbVie – With STP Analysis & Campaigns

Updated on: Dec 2, 2022
marketing strategy of abbvie - 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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The marketing strategy of Lupin was covered in the prior article. This article will discuss the marketing strategy of Abbvie.

This article’s goal is to examine the methods Valero employs to increase the success of its business. These include STP analyses, e-commerce plans, campaigns, and social media presence, all of which are essential for businesses to maintain contact with their clients.

A company’s marketing strategy has a role in its success. To better serve businesses and consumers, marketing has recently changed and gone digital. Targeting your customers directly with digital marketing is simple and adds a personal touch to your audience.

Digital marketing has huge market potential due to its advantages. If you’d like to master digital marketing Karan Shah, the IIDE’s founder and CEO will assist you with that through a free masterclass.

Moving on, let’s begin the marketing strategy of Abbvie by understanding its history.

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About AbbVie –

marketing strategy of abbvie - abbvie logo

Source – Wikimedia Commons

The American biopharmaceutical business AbbVie was established in Delaware, United States, in 2013. It began as an Abbott Laboratories spin-off. They have their Headquarters in North Chicago, Illinois, U.S.

They have many products to offer like – 

  • Pharmaceutical drugs
  • Humira (adalimumab)
  • Imbruvica (ibrutinib)
  • Venclexta (venetoclax)
  • Zinbryta (daclizumab)
  • Kaletra (lopinavir)
  • Norvir (ritonavir)
  • Mavyret/Maviret (glecaprevir/pibrentasvir)
  • Skyrizi (risankizumab)
  • Rinvoq (upadacitinib)

Abbott Laboratories announced its intention to split into two publicly traded entities on October 19, 2011. In contrast to AbbVie, which would function as a research-based pharmaceutical manufacturer, the new Abbott Laboratories would focus on a variety of products, including medical devices, diagnostic tools, and nutrition items.

The divorce became final on January 1, 2013, and on January 2nd, 2013, AbbVie became formally listed on the New York Stock Exchange (ABBV).

Allergan, AbbVie GK, and Pharmacyclics are some of the subsidiaries of AbbVie.

Quick Stats 

CEO Richard A. Gonzalez
CMO Michael Nally
Area Served Worldwide
(170+ countries)
Industry Biopharmaceutical
Revenue US$56.20 billion (2021)
Vision Innovative medicines provide compelling patient benefits, differentiated clinical performance, and economic value. We plan to launch 20 new products or indications by 2020 that elevate the standard of care and address significant unmet needs.
Tagline Transforming lives.


Marketing strategy of AbbVie –

Let’s explore the marketing strategy of AbbVie! Additionally, how AbbVie executes its marketing strategy, etc. Start by looking at its STP Analysis.

Segmentation, Targeting and Positioning 

Segmentation – The products in the Pharmaceutical Products segments include a wide range of adult and paediatric medications that are produced, marketed, and sold on a global scale. These products are primarily offered on a doctor’s prescription or recommendation.

Targeting – Worldwide, AbbVie targets independent retailers, speciality pharmacies, government organisations, healthcare facilities, wholesalers, and distributors.

Positioning – AbbVie has positioned itself as a speciality biopharmaceutical business that finds, develops, produces, and sells medications for the management of chronic and difficult-to-treat illnesses.

Marketing Campaigns 

  • “Nothing is Everything” Campaign

marketing strategy of abbvie - marketing campaign

AbbVie launched the first Skyrizi campaign. The first TV ad for Skyrizi debuted in late August after the medication was released on the market in May 2018. The “Nothing is Everything” advertising campaign highlights the happiness people experience when their skin becomes clearer.

It’s all about clearer skin, according to the original song used in the advertisement, and nothing—specifically, the absence of obvious skin issues—is everything.

  • “Let Me Be Clear” Campaign 

On World Psoriasis Day, October 29, the “Let Me Be Clear” campaign launched with patient testimonies and a call to action to promote more fruitful conversations with medical professionals.

Many of the 125 million people affected worldwide, according to AbbVie, which sells the psoriasis medications Humira and Skyrizi, are still receiving inadequate care.

“We created Let Me Be Clear to go beyond disease awareness and provide people with psoriasis with a place where they can share experiences and inspire each other to not settle for less,” – AbbVie.

  • #ChronicMigraineMonday Campaign

The idea behind AbbVie’s new social media campaign uses #ChronicMigraineMonday and health influencers to connect with the more than 3 million Americans who suffer from chronic migraine. Influencers like healthy living blogger Becca Ludlum will post on Instagram every Monday in September with their personal stories and reasons for seeking treatment.

Social Media Marketing 

  • Instagram – 25.5K 
  • Facebook – 34K 
  • LinkedIn – 1M 
  • Twitter – 77.7K 

AbbVie has the maximum number of followers on LinkedIn i.e 1M. They usually post awareness videos about various disorders and diseases and the ways they can be taken care of.

SEO Strategies 

marketing strategy of abbvie - ubersuggest seo screenshot

Source – Ubersuggest 

As of SEO Standards, organic keywords less than 500 are bad, 1000+ are good and 10,000+ are amazing as seen has 378K organic keywords which are remarkable.

Another important factor in SEO is monthly traffic, above 20,000 monthly visits are amazing and AbbVie has 245K monthly visits which is impressive.

Influencer marketing 

AbbVie had a collab with Influencers like healthy living blogger Becca Ludlum to promote their campaigns through posting stories and posts and making them viral across Social Media.

E-Commerce Strategies

AbbVie has its Catalog on from which you can buy the products sold by AbbVie.

Mobile Apps 

There are multiple apps available on the google play store offered by AbbVie, some of them are mentioned below – 

  • Complete – Medication Tracker – This app has 3+ ratings and 50T+ downloads on the play store.
  • AbbVie Events App – This app has 3+ ratings and 1T+ downloads on the play store.
  • AbbVie CoS – This app has 3+ ratings and 100+ downloads on the play store.

Content Marketing Strategy 

AbbVie releases some News releases and Press Kits on their official website to keep their audience and customers updated about the things happening in the company.

This brings us to the end of the marketing strategy of AbbVie.

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What’s Unique about the Marketing Strategy of AbbVie?

We have now reached the conclusion of the article on the marketing strategy of AbbVie. As said in the article, AbbVie has to start more campaigns. Regarding their social media presence, they have a respectable level of participation on each of their accounts.

However, they may improve their poor engagement on Twitter and Instagram so that they have more involvement on these channels.

AbbVie is succeeding well in terms of SEO. AbbVie might try and investigate this marketing strategy as well, as it is clear that the company does not use influencer marketing.

They may connect with their audience and accomplish their goal by choosing the appropriate influencer. As a result, the marketing strategy of AbbVie is adequate.

You would have seen the value of digital marketing by looking at all these different marketing tactics AbbVie employed to remain competitive. You can see how digital marketing aids the business in attracting the attention of its target market.

The best place to start if you want to gain these amazing digital marketing skills is with an MBA in digital marketing.

The IIDE Knowledge Portal contains some incredible case studies, such as the marketing strategy of AbbVie, if you wish to broaden your knowledge by reading such incredible marketing strategies.

We sincerely hope you enjoyed and gained something from the case study. Continue learning about these marketing tactics and give us your thoughts on this one in the comment section.

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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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