The Problem to Solve
The aim of this campaign was to promote timely referral pathways and generate awareness among GPs of best practice treatment options for HMB including medical management and surgery. The project focussed on endometrial ablation, an efficacious second-line option that is less invasive than hysterectomy but often underutilised.
Hologic’s product Novasure has more than 85% market share in endometrial ablation devices in Australia with a 91% success rate.
Solution
Given Novasure’s strong market position, ADG recommended an unbranded campaign underpinned by balanced editorial-style reporting on the latest and best available evidence.
This sponsored content strategy was designed to educate and inform more GPs on both the disease state and treatment options, including endometrial ablation.
Four content pieces were executed in quick succession including three articles (a news article, listicle and Q&A) and a video showcasing an expert panel discussing best practice management and treatment options informed by the HMB Australian Clinical Care Standard.
Five experts agreed to participate in the campaign cementing its credibility and objectivity in the eyes of the audience.
The Result
6558
Total sponsored content page views
7%
Increase in engagement compared with content average
42
Hours of sponsored content video engagement
Client Testimonial
The work ADG completed for us in 2020 provided a robust digital platform to further educate healthcare professionals about a gynaecological condition in a meaningful and importantly, relevant way. ADG developed an engaging campaign which met the brief perfectly. The team was able to execute it rapidly and deliver results above and beyond our expectations. Working with the ADG team was seamless – and not something I ever needed to feel concerned about. They understood what we wanted to achieve and provided sound advice and guidance along the way. We look forward to continuing a longer-term relationship with ADG to increase the level of education to GPs to ultimately make a difference to patient outcomes.
Kylie Whetton
Marketing and Communications Director, Hologic (Australia and New Zealand) Pty Ltd
Epilogue
This campaign dominated ADG’s sponsored content channel over Q4 and received more views than any other in the same period. It successfully disseminated agreed messaging within an editorial news-style format that was readily consumed by a discerning audience.
Crucial elements of success
- Close collaboration between the client and the ADG team
- Accelerated roll out of campaign to maximise impact
- Diversity of content assets
- Strategic use of high profile KOLs and Australian clinical guidelines
- Strong news focus and relevant expert advice throughout
- Multichannel strategy; content marketing and media placement
- All information directly applicable to clinical practice
- Highly engaged digital audience
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