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Media planning season can be a whirlwind of decisions, deadlines, and high stakes. After more than 30 years in the life science media space, I’ve seen firsthand how the right strategy can elevate a brand, while misaligned campaigns can result in wasted time, money, and opportunity.
The key to success lies in adopting a thoughtful, long-term approach. Media planning isn’t just about quick wins; it’s about positioning your brand for sustained growth and ensuring you’re top of mind when buyers are ready to decide.
Here are five proven strategies for maximizing your media investment and achieving long-term success.
1. Remember the 95/5 Rule When Setting Your Campaign KPIs
The 95/5 rule is a critical concept: at any given time, only about 5% of your potential buyers are in the market and ready to purchase. The other 95%? They’re not yet considering a purchase.
