Generating awareness and leads through a direct-to-patient campaign aimed at improving post-surgical pain management.
The Situation
I-Flow*, a Kimberly-Clark Health Care Company, now Halyard Health, wanted to increase patient awareness and adoption for the ON-Q* pain pump, an alternative to relying on narcotics alone for post-surgical pain management. ON-Q* is the long-time market leader with many satisfied patients, but unless doctors prescribe ON-Q*, many are unaware of their pain management options.
ParkerWhite developed a direct-to-patient (DTP) marketing promotional pilot for I-Flow*. The integrated patient awareness campaign was designed to educate patients about post-surgical pain management and empower them to ask their doctors about ON-Q*.
What we did:
Brand Messaging
Brand Strategy
Creative Collateral Systems
Creative Advertising Campaigns
Digital Media Planning & Buying
Social Strategy
Website Design
Direct-to-Patient Website
The hub of the campaign was myON-Q.com, with patient and physician testimonials, a product use animation, and led patients to a Physician Finder to help find doctors who utilize the ON-Q* product.
In-Office Cover Wrap Program
A targeted magazine cover wrap program allowed us to identify the top orthopedic offices performing the joint replacement surgeries that ON-Q* is ideal for, offering immediate awareness and timely conversations with physicians.
Digital Marketing
We ran targeted Facebook, display, and PPC campaigns to drive traffic to the website and direct brochure downloads.
The Results
The campaign drew approximately 18,000 users over the 6 month test period. A post-campaign survey found that 6 months after the patient awareness campaign started, overall ON-Q* awareness nearly doubled.
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