Establishing the Heal2Gether brand activation campaign to raise awareness about the significance of seeking treatment for diabetic foot ulcers.
The Situation
Shire Regenerative Medicine (formerly Advanced BioHealing) wanted to deliver patient education to diabetic patients with foot sores by creating a measurable awareness campaign strategy. Ultimately, they were looking to increase the number of patients treated with their wound care product Dermagraft. But a lack of awareness around the problem of foot sores meant people weren’t even thinking about solutions. People needed to understand the seriousness of their sore and how to get proper treatment from a local wound care center.
Being able to successfully reach those with Type 2 diabetes and with potential foot sore related issues was our mission.
What we did:
Brand Strategy
Brand Messaging
Brand Identity
Creative Collateral Systems
Creative Integrated Campaigns
Digital Strategy & Creative
Digital Media Planning & Buying
Social Strategy
Website Design
Direct-to-Patient Website Design and Development
In-depth focus group research revealed valuable insights about diabetic patients and the difficulties of managing the disease. Understanding of the patient persona contributed to the development of an authentic voice that and drove the website experience.
Direct-to-Patient Awareness Campaign
Targeted traditional advertising, coupled with an endemic-focused digital campaign, provided a great source of opt-in consumers wanting to engage with Heal2gether to learn more and find a wound care specialist.
The Results
In 16 months, ParkerWhite helped Shire capture 14,734 leads, averaging 921 leads per month. The new website resulted in a 333% increase in visits and a targeted mailing list of over 10,000 records was built.
14,000+
Leads generated
333%
Increase in traffic
10,000+
Authentic mailing list
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