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URL: http://www.flomaxrelief.co.uk/
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Key Industries:
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Cosmetics & Toiletries
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Medical
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Pharmaceutical
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Key Sectors:
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Digital Marketing
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Display Advertising
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Full Service Agency
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Pay Per Click
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SEO
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Boehringer Ingelheim
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Brief
The research has found that one in four men over 40 years is affected by urinary problems. Although experiencing urinary symptoms, most men are not confident of speaking to their GP about their concerns and prefer to find quality information for anonymous assistance online. For this reason the key objective of this project was to reach out to men aged between 45 and 75 experiencing urinary issues using a range of online channels to drive them to the website in order to 1) encourage them to seek help from a pharmacist or 2) provide them with enough information to be able to make a purchase decision online or in-store.
Strategy
To educate men aged 45-75 about urinary problems – in particular a condition called BPH, an online hub, ‘www.flomaxrelief.co.uk’ was created. The website provides a central point of information for all aspects of the condition area including educational messages, symptoms-checker, user reviews and information for women to understand and advise their partners. An integrated ‘support program www.flomaxrelief.co.uk/FREEFLO/login.aspx’ for sufferers ensures individual support and engagement.
Online drivers:
- Educational condition awareness website ‘www.1in4men.com’
- SEO to maximise the visibility of existing materials and drive engagement through natural search
- PPC campaign & digital display advertising
- YouTube channel integration http://www.youtube.com/user/flomaxrelief
- Restricted HCP area & media?
Execution
Emphasis was placed on site usability, so relevant information could be found quickly and clearly. This was achieved by incorporating an intuitive design layout that pre-empted visitors demographic and needs placing ‘symptom’ and ‘where to buy’ information clearly within two clicks of entering the site.
Links to a Pharmacy Locator are prominent throughout the site, as is the ability to fill out the patient questionnaire which highlights their course of action. The user journey is completed with the ability to sign-up for patient-support programme called FreeFlo (Provided by Atlantis).
Results
The campaign has been extremely successful in driving patients to the website via Google natural and paid search in order to inform, educate, and encourage them to visit a pharmacist. Since its launch a high percentage of new users have completed the symptom-checker questionnaire and registered for the FreeFlo log-in area.
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