Case Study - Commercial Innovation

Problem:

A leading women’s healthcare company was seeking to drive awareness of its product, a one-time surgical procedure for women suffering from heavy menstrual bleeding.  The condition impacts 20% of women, but only 7% of the target was aware of the brand.  How could the company help women get their lives back by increasing their awareness beyond the doctor’s office?

Solution:

CMI partnered with the company’s internal marketing team to …

• Launch the company’s first national direct to consumer holistic marketing campaign, working with external agencies that CMI helped to evaluate and manage
• Create a campaign with the theme “Welcome Back” that included direct response TV and print, digital display, paid search, PR and social media
• Focus the marketing campaign on a key call to action: motivating consumers to request a patient brochure
• Manage the entire advertising development process, including TV and print production and advertising testing with consumers

Results:

The campaign is driving additional revenue and paid out in less than a year. Requests for brochures – the critical success factor – rose by a double digit multiple versus the prior year.

Also, the “Welcome Back” campaign was recognized throughout the healthcare industry for its effectiveness. It was a finalist for a Medical Marketing and Media awards in the category “Best Total Integration Program for Small Companies” (companies with sales < $10 billion).

Services we provided for this engagement:

• Identification of consumer insights
• Qualitative and quantitative consumer research
• Comprehensive marketing plans
• Positioning
• Advertising agency selection, briefing and management
• Digital, social media, and PR briefing and management
• Campaign measurement