Schaefer Advertising Co.

Healthcare

Differentiating products with a consistent messaging platform

jenga body collage

Situation

Argon Medical Devices faced a challenge that is not uncommon among large and diverse manufacturers: Their core audience of surgeons and clinical staff knew the names of their more successful product lines (such as Skater™, Option™ and Cleaner™), but had little awareness of their corporate brand. This made expansion and cross-selling across their 2,000-product portfolio more difficult.

This was particularly true of their soft tissue biopsy division which, as their largest U.S. division, accounted for a significant portion of the total soft tissue biopsy market. However, the biopsy market had remained stagnant as a category and Argon and Schaefer saw an opportunity to differentiate the lead product, BioPinceTM, by selling against an emotional benefit for the interventional radiologist. Schaefer leapt at the challenge to set the biopsy division apart from the crowd — while providing a consistent platform that would support the various biopsy products and areas of specialization including lung, kidney, liver and breast.

Goals

  • Differentiate the Argon biopsy division from competitors
  • Provide a consistent platform to support the various biopsy products
  • Create a campaign to allow Argon to demonstrate the versatility of its soft tissue biopsy portfolio across multiple organs

Strategy

The agency developed a breakthrough campaign around a simple insight — interventional radiologists need to get in, out and achieve a clean sample for accurate analysis. Minimal disruption, maximum confidence is the goal.

While a feature-heavy product-selling message was table stakes in this market, no one had really
tapped into what a device really delivered — confidence that comes from a better sample.

Solution

Working closely with the soft tissue biopsy team, Schaefer developed a messaging platform that elevated the brand above product attributes, and tied into the corporate Argon tagline, “The Pursuit Of Better.” Using the theme of “Sample Better,” we developed a campaign designed to “cut through the clutter” – in this case, the endless barrage of look-alike devices that exemplified the category’s advertising.

Images drawn from the popular “Jenga” game were used to represent the delicate balance and precise execution required to obtain optimum biopsy samples. The “Sample Better” theme also carried a dual message: It implied the superior quality of the Argon products, but also spoke to the cares and concerns of radiologists, for whom better sampling meant fewer patient call-backs, as well as easier and more accurate diagnosis.

phone mock-up

Results

By developing this flexible and relevant platform, the Argon soft tissue biopsy division was able to:

  • Establish a consistent positioning that will stand the test of time
  • Strike a balance between a consistent platform and customizable messaging
  • Cut through the clutter of “product/feature” advertising
  • Provide an extendable platform that all biopsy product lines can embrace
  • Leverage all product and division communications to create greater awareness and recognition of the Argon name.

Summary

The messaging for the Argon soft tissue biopsy division is a prime example of Schaefer’s commitment to delivering solutions that work harder and provide extended value. By creating a “better” message, Schaefer was able to establish a foundation for the biopsy division could easily adapt for their own products and audiences. As a result, the various team members were free to operate somewhat autonomously, while still reinforcing the overall Argon brand. This approach also freed them from an endless cycle of product/benefit advertising and enabled them to launch and support products with a campaign that would continue to build brand awareness with each and every future execution.

How humanizing a “free screening” offer helped a client achieve 95% of their 3-year goal — in just 8 months.

Situation

Healthcare inequity is perhaps the most pressing social issue facing the medical community today. To help combat unequal access to care, and make up screening ground lost to COVID-19, Moncrief Cancer Institute partnered with Schaefer to help encourage underserved and uninsured members of the community to sign up for a free cancer screening. 

moncrief billboard

Goals

  • Craft messaging and materials that would drive cancer screenings among the target patients (3rd-grade reading level)
  • Develop tactics that would reach the audience throughout their day-to-day movements
  • Leverage the screening to build brand awareness among the underserved community

Strategy

While the offer of a free cancer screening may seem like an easy sell, the initiative faced several challenges: members of the targeted, underserved audience were often hard to reach. Many were skeptical of receiving healthcare services, for fear that they would reveal conditions that are terminal, untreatable, or expensive to treat. Many also suspected that a “free screening” might come with hidden costs or fees. And, to address health literacy, all materials needed to be flexible enough to reach our various audiences in the media channels they use every day, and in their preferred language. 

Schaefer knew we needed to develop a campaign that was driven by a straight-forward invitation for people to call in and see if they qualify for the free screening. However, knowing that many members of our demographic would be more likely to do something for their family rather than for themselves, we delivered a secondary message that leveraged this emotional connection.

Moncrief case study social spanish

Solution

The creative for the campaign tapped into a core motivation for the audience and featured screening patients who proudly showed “I Voted”-like stickers, proclaiming that they did it for their kids, their families, their spouses, or their friends. The end effect was a message that communicated that a screening isn’t just something you do for yourself; you do it for the people you love.

This solution helped accomplish two very important things: It turned a straightforward offer into an emotional appeal, which drove engagement. And it also helped the campaign speak more effectively with our key demographic – primarily patients over the age of 40, across a diverse array of tight-knit communities. 

Moncrief Cancer Institute Website Layout

Results

Ambitious goals were set for the campaign—and an avalanche of responses followed:

  • Generated 1,000+ online appointments and 4,600+ calls to schedule—or 95% of the total 3-year goal—in the first 8 months of the campaign
  • Drove more than 16,000 visits to the screening landing page
  • More than 8,800 clinical services were provided to nearly 6,000 individuals in the first year

The tremendous success led to a decision to raise Year 2 program goals and allowed the client to secure additional on-the-ground resources to reach more people in the community.

Moncrief case study social

Summary

By humanizing their appeal to an underserved audience, Moncrief Cancer Institute was able to move one step closer to alleviating healthcare inequity. In the process, they generated brand awareness and community goodwill — a very healthy outcome for both themselves and the communities they serve.

Lead Generation 101

Today, consumers want easier and more convenient access to care—including options that let them choose online scheduling and virtual visits. While 65% of the general public are interested in communicating with physicians through digital channels, this demand is even greater among younger patients: 92% of Gen Z say that care provided via telehealth is the same as—or even better than—in-office visits.

For TimelyMD, a virtual health and wellness provider focused solely on the higher education market, this creates an anticipation of increased competition from other providers seeking to capitalize on this demand. Their two most pressing challenges: proactively cement their market penetration, and to improve lead generation and response from their core audience. Schaefer Advertising was tasked with accomplishing both.

Goals

  • Increase lead generation
  • Defend TimelyMD’s niche as the leading telemedicine provider for higher education
  • Communicate key brand differentiators to campus decision-makers
  • Sustain brand equity and awareness

Textbook targeted messaging

Most telemedicine providers use a “one size fits all” approach to virtual health and wellness. TimelyMD, however, designed their service offering specifically for higher education students. Because of this, we were able to laser-focus our messaging to a select group of administrative decision makers at 5,000 colleges and universities.

An omni-channel campaign was developed that spoke to our audience on a deeper, more empathetic level by addressing the specific needs of students and universities. Using the umbrella theme of “Wellness Is Now In Session,” we delivered sub-messages that pointed out how TimelyMD had a proven track record of improving and enhancing programs at nearly 250 institutions by enabling them to:

  • Offer 24/7 access for students, on and off campus
  • Fill the gaps in their existing wellness programs by treating more than 120 conditions
  • Tap into a network of providers and mental health professionals as diverse as their student body
  • Further their initiatives to promote healthcare inequity by providing access for all

Helping universities help students

At the heart of the effort was an end-to-end campaign that used digital, video, email and social media to lead prospects to an updated, re-designed website. On the website, they were met with a variety of targeted messages, each designed to optimize lead conversion and steer them toward a product demo request.

Along the way, we humanized the brand’s message by reinforcing TimelyMD’s empathy toward the urgent, growing need for easy access to campus wellness programs: Last year, 41% of higher education students reported major or moderate depression, and 13% reported suicide ideation. 63% of students say that campus therapy helped them stay enrolled, while 64% of those who dropped out claimed that mental health issues played a role in their decision. In short, it was a case of targeted messaging, delivered through an understanding and empathetic voice. By humanizing TimelyMD’s mission to deliver the care students need, we were able to reach our audience on both a rational and emotional level.

Results

With this humanized approach, Schaefer was able to help TimelyMD generate more leads and effectively differentiate them from the other telehealth services.

Even as the telehealth market grows more competitive, decision makers at colleges and universities across the U.S. are growing more aware that TimelyMD is the leader who specializes in their world, and who has a proven understanding of the physical, psychological and emotional needs of today’s students.

Performance Snapshot

  • Surpassed campaign click and lead goals for campaign (112% and 100% respectively)
  • Over 80K new users driven to the splash page
  • Search campaigns performed 4x industry benchmarks
  • Social campaigns performed 2x industry benchmarks
  • E-mail campaign open rates were 2x industry benchmark

By taking an emotional and empathetic approach to the issues faced by students and campus care professionals, Schaefer was able to drive solid, measurable results for TimelyMD. It’s a textbook example of how humanizing healthcare isn’t just about creating good feelings; it’s also good business.

October 22, 2022

What lies beneath

An Unbranded Campaign to Educate ECPs on the Benefits of Early Surgical Intervention for Glaucoma

Surgical treatment for glaucoma has dramatically changed in recent years. For decades, eye care providers (ECPs) have known the only way to manage glaucoma is to reduce intraocular pressure (IOP). They also know that many patients struggle with compliance, adherence and the long-term side effects associated with drop therapy. Along with educating ECPs on safer, less invasive sight-preserving surgery, OMNI® needed ECPs to consider patients for surgical intervention earlier than ever before — especially as a stand-alone (outside cataract surgery) procedure. But asking them to make that leap is less effective coming from a brand than a resource. Doctors trust research and clinical studies, so the best approach is sometimes unbranded.

Omni Magazine

Goals

  • Educate ECPs on the benefits of MIGS
  • Advocate for earlier intervention for pseudophakic eyes
  • Highlight the benefit of a stand-alone procedure like the  OMNI® Surgical System

Role

  • Campaign Concept
  • Messaging
  • Illustration 
  • Event Activation

Omni Top Down Illustration
Omni Illustrations

Increasing Referrals Through Provider Education

Unbranded campaigns have many benefits. They raise awareness, provide independent education on disease states and treatment options, drive patients to providers and help providers better identify patients. 

Omni Chalk Drawing

For OMNI®, the goal was two-fold. Educate providers on the dramatic benefits of minimally invasive glaucoma surgery (MIGS) as a stand-alone procedure and pull demand from the optometric referral channel earlier. In lockstep with a branded campaign for the OMNI® Surgical System, the two campaigns worked together, growing market share among surgeons and shifting the point of surgical intervention to be earlier for patients with mild to moderate glaucoma patients. 

What Lurks Beneath the Surface 

Glaucoma has been dubbed the “silent thief of sight.” During the early stages of the disease, symptoms often go unnoticed. But the damage caused to eyesight as glaucoma progresses is irreversible, causing permanent vision loss and even blindness. While there is no cure, the best way to manage glaucoma is to consistently and proactively lower pressure within the eye (IOP).

To illustrate the often undetectable signs of glaucoma, we asked ECPs to consider what danger lurks beneath the ocular surface –  representing the disease with a legendary sea creature who is phantom as much as monster. The Kraken lurking beneath an unsuspecting kayaker on the surface mirrors the progression of glaucoma – just because you can’t see it doesn’t mean it isn’t there. 

The introduction of MIGS to a critical optometric referral market as an alternative to first-line drops, combined with a branded approach extolling the benefits of the OMNI® Surgical System as a stand-alone intervention,  gives ECPs more impetus to treat their patients with a reliable surgical option that may lower IOP safely and sustainably with minimal recovery time. Better still, is the ability to proactively manage the disease and preserve as much of a patient’s sight as possible. 

Omni Chalk Drawing

Diving Deeper

By reinforcing the benefits of early intervention with vibrant visual language and messaging that encourages open dialogue, they were more likely to research, ask their peers and consider MIGS and products like the OMNI® Surgical System when treating a patient with mild to moderate glaucoma. 

To make a true impact in the industry, we developed and deployed a full omnichannel engagement strategy, leveraging paid, personal/non-personal promotion and earned channels. We brought the conversation where our audience was most likely to seek education – online, on social and among their peers at events such as the American Academy of Optometry. Leveraging each interaction as an opportunity to dive deeper into the research and generate leads.

Omni Chalk Drawing

Results

  • Engaged 50% of the optometric referral market, within 90 days (14,000 engaged users)
  • Generated significant word-of-mouth equity at key trade shows
  • Created demand for branded efforts to fulfill
  • Contributed to the overall brand strategy that moved OMNI from start-up to top-2 devices in 18 months

For too long, medicine has focused on the symptoms of an illness rather than the person experiencing them. Since 1970, the University of North Texas Health Science Center at Fort Worth (HSC) has been hard at work, pursuing new and innovative ways to approach the full spectrum of health. And while HSC is one of the nation’s premier graduate medical schools and research centers, the community it serves was still in the dark about all the ground-breaking work they were doing to secure a healthier future for everyone in North Texas. 

HSC needed a campaign to not only strengthen its brand but promote whole health and build a relationship with the community they serve.

Goals

  • Raise awareness
  • Increase brand equity
  • Define what HSC is and does
UNTHSC Campaign Billboard

Owning whole health

As HSC expands its clinical focus to the community, Schaefer helped express its distinctive approach to medicine – shifting the conversation about health in our community from isolated and reactive to whole and inclusive. Complete with proactive ideas, treatments and solutions that have the potential to radically improve people’s lives and the future of medicine as a whole.

UNTHSC Campaign Billboards

As an institute of higher education, HSC fosters an environment that empowers innovative ideas and research, expanding the meaning of care from patient to lifestyle and community. So we reframed the brand around their commitment to improving total health – not just health care – and positioned HSC as a model and leader in the whole health initiative. 

HSC boldly and bravely pursues all paths to health.

UNTHSC Campaign Advertising

An approach to care that connects

HSC’s identity was long tied to its name rather than its impact. In rethinking the brand, we uncovered how their approach to medicine literally connects health to everyday experiences and provides new opportunities for innovation. So we introduced people to a bigger picture of health – one that considered jobs, nutrition, access to public transportation and other influences beyond symptoms that affect a community’s health.

UNTHSC Campaign Signage on Campus

Results

The initial campaign launch covered the city of Fort Worth, securing the HSC brand firmly in local conversation. Between June and August of 2021, we were able to establish HSC’s distinct position and instill a sense of pride and community around whole health.

  • 116,736,316 Impressions  for Traditional + Digital
  • 84,667 Clicks
  • 46,539 New Users to Website
December 3, 2021

Engaging Diverse Audiences

UNTHSC Covid Vaccine Website

Opportunity

Changing perceptions can be accomplished in many different ways. When it comes to public health, facts must play a key role in education, which can lead to change.  In 2021, a general lack of vaccine confidence was causing concern and hesitancy among specific communities. UNTHSC partnered with Tarrant County and Schaefer Advertising to assist with vaccine education, communication and distribution of COVID-19 vaccines in North Texas. The primary objective was to reach and convince those who may not have heard, have access to, or are opposed to getting vaccinated. 

UNTSHC Tarrant COVID-19 Vaccine Social Posts

Goals

  • Education and awareness in the greater Tarrant County region
  • Increase vaccinations in historically underserved markets outlined by Tarrant County:
    • Rural communities
    • Lower HHI
    • Black, Hispanic and Vietnamese neighborhoods

Knowing that education is the first step, we saw an opportunity to engage with community-based organizations, faith leaders and other trusted members of these communities to design a campaign that drove awareness and, most importantly, access. The ultimate goal was to help the public feel informed and confident about getting vaccinated and empower people to make that decision for themselves and their families.  

We leveraged in-depth research and population data outlining key neighborhoods and zip codes for localized media placements and outreach events and behavioral trends to reach these audiences with empathetic and culturally relevant messaging backed by science. 

Additionally, we implemented proven best practices for copy and visual solutions for reaching these audiences, including simplified text, negative space, multilingual advertising and featuring key members from each target community to build trust.

UNTHSC COVID-19 Advertisements

Solution

  • Developed a new microsite that served as a resource for community partners, vaccine registration and community education
  • Launched a hyper-focused, omnichannel media campaign consisting of OOH, print, direct mail, paid search, social, display, radio, streaming radio and direct buys with local publications directing users to the new microsite
  • Partnered with influential members and popular media outlets to not only reach but resonate with each community
  • Curated content in three languages to build trust and targeted ads to Spanish and Vietnamese websites and high-traffic neighborhood establishments. 
Tarrant County Strong COVID-19 Vaccine Billboard

Results

  • 127,108,089 total impressions served in our market in just 3 months
  • 20,000+ vaccines administered to key zip codes designated as populated with  residents who were  unaware, unable and/or unwilling to get vaccinated

Let’s start by getting to know you a little better. Tell us about yourself.

Hi! I’m Siera. I graduated from Georgia Tech, but I am not an engineer. I wanted to be a biology major, but I was terrible at chemistry, despite the fact that my dad is a chemist. We had a guest speaker in one of my college courses, Lisa Galanti a leader of a local Atlanta ad agency, and her presentation convinced me that advertising was the career path for me. She helped me get my first internship, and I have been on the agency side of things ever since.

What’s something you love to do?

I love to read and travel to really scenic destinations. My husband and I went to Tuscany and it’s definitely one of the most beautiful places that we’ve visited. We stayed at a winery where I was able to sit and read overlooking a valley with a glass of wine, incredible.

What’s your favorite place?

My favorite place is the library – I really love the library – the smell, the quiet and of course the books. I love books – not audiobooks, or e-books, but physical books.

What do you love about the job?

I like solving problems for brands – I like solving people’s problems, generally speaking. I’ve been fascinated with branding since I was young and love being able to find creative solutions to brand’s biggest (or smallest) challenges.

If you could do anything besides what you are doing now, what would you do professionally?

I’d be a photographer so that I could travel and photograph. I went to a performing arts high school, and was a ballet dancer for 17 years. Creativity is a part of me. Growing up, I took photography classes and I just loved it. I find the dark room and developing film very therapeutic.

What is the last thing you binge-watched?

I am ashamed to admit I watch a lot of TV. My biggest binge watch was Law & Order: SVU – all 490 episodes. On this trip, I’ve been binge-watching “Girlboss,” and I’m re-binging “the Handmaid’s Tale” right now.

What’s your favorite book?

“Pride & Prejudice.”

If you could live in any sitcom, which would it be?

“Parks and Rec.” I see a lot of myself in Leslie Knope and I find it really funny. I’m not nearly as enthusiastic as Leslie, but I think I have as much drive as she does.

Are you a listener or a talker?

Listener. I’m very introverted. As a kid, I was really quiet in social settings and wouldn’t talk a lot, but it was because I was observing and taking everything in. Afterwards, I would tell my parents about all of the things I had heard and seen, and they would be surprised about the number of things that I saw that they didn’t notice.

If you had to eat one thing for the rest of your life, what would it be?

Tacos – because you put anything in a taco.

What’s the scariest thing you’ve done for fun?

We went whale-watching in Vancouver right before the pandemic. It doesn’t sound scary, but I’m terrified of whales. We were in more of a little motorized raft than a large boat, so it was pretty scary for me.

What’s your favorite children’s story?

“Lilly’s Purple Plastic Purse,”because she wears red boots, and I had red cowboy boots growing up, so I thought that we were the same.

If you had an extra hour of free time every day, what would you spend it doing?

Sitting in the sun with my Labradors, probably reading or drinking a glass of wine.

Why Schaefer?

I chose Schaefer because of the people. Everyone that I spoke with seemed like good humans, which you think would be the norm in most organizations, but it’s not. Throughout the interview process, every interaction I had was positive. The people here are fantastic.

Our client TimelyMD approached Schaefer needing a new website that would help sell their telehealth services. After beginning the project, we discovered an opportunity to refine their market position to thrive and earn unimaginable results.

Goals:

  • Create a website with a modern look that performed better to aid in the sales process
  • Demonstrate to higher-ed clients how TimelyMD can aid in student retention
  • Appeal to decision-makers in higher education and attract students and providers

Taking a Clear Stance in Remote Healthcare

In the world of remote healthcare, most brands take a broad approach and treat general audiences. To help TimelyMD rise above their competition, we sought to differentiate the brand from the rest of their competitors. After intense discovery and research with the client, we discovered that no brand in the remote healthcare space is focused on treating the entire student – mentally and physically. TimelyMD offers mental healthcare in addition to their primary healthcare services, whereas most remote healthcare companies don’t provide comprehensive care that covers overall health.

Timely MD COVID Response

To reinforce their commitment to student-focused telehealth, TimelyMD partnered with colleges and universities and worked with them on how best to serve their students during the Covid-19 pandemic. This willingness to partner with colleges and universities has been critical to their recent surge in growth and success and represents yet another key brand differentiator for TimelyMD.

Communicating a Focused Position

A refined position is only as good as the messaging that communicates it to the world. To illustrate the benefits of TimelyMD, we sought to amplify the brand name and their goal of supporting the health and wellness of students so they can focus on what matters—thriving.

Timely MD Homepage by Schaefer Advertising

Ultimately, we decided to pursue the concept “Time to Thrive” to demonstrate that TimelyMD helps students thrive in their physical and mental health while they’re at school. This represents a stark shift in the generic telehealth space, where most brands are marketing images of sickly students looking at their phones rather than enjoying their health. We wanted to reinforce that TimelyMD’s care leads to happier, healthier students, which creates thriving colleges and universities.

Building a Functional Multipurpose Platform

We began this project with the goal of building a functional website that performed better with an improved look and user experience. Before diving into web design, we sought first to understand who the primary audiences were and how they would use the site. Our research revealed that the primary users were school administrators, decision-makers, medical officers, and students. Each uses the TimelyMD site differently, so we had to balance their unique user experiences in the new website to satisfy strategic objectives for each. We designed different pages for each of the specific audiences that use the TimelyMD website to better connect with those users and satisfy their queries.

Timely MD Verticals

To improve the site’s functionality and user experience, we simplified the navigation and created more calls-to-action and displayed them prominently on each page. The simplified navigation and clear CTAs help focus the user’s journey into a desired action and made contacting the staff at TimelyMD far simpler. We also introduced better filtering capabilities to make it easier for any user to find the information they need more effectively. The final result is a website that is easy to navigate for different users and one that is more effective at delivering the right content and connecting users to the staff at TimelyMD.

Timely MD Newsroom Filtering

Results

  • Created a new website
  • Created new messaging
  • Guided the client to successful, student-facing digital targeting 
  • Established visual style
  • Organized their site so three distinct audiences could navigate with ease
  • Increased conversion opportunities

Let’s start by getting to know you a little better. Tell us about yourself.

I moved around a lot growing up, so I was always around different people and environments. It was tough having to leave my friends and make new ones in school, but I think that has somehow contributed to me being a bit more open-minded and forced me to seek to understand people.

What’s something you love to do?

In a nutshell, I enjoy learning new things and immersing myself in different challenges in the things that I do. Things like researching and deconstructing a skateboard trick so I can learn it quickly, trying a trick over a different obstacle, finding new tools to make working on my car easier, learning new guitar chords, the list goes on and on.

What’s your favorite place?

Denver – I love the scenery, the people and the atmosphere.

What do you love about the job?

I love that you get challenged in many different aspects throughout the day.

If you could do anything besides what you are doing now, what would you do professionally?

If I can’t design, then I’d go back to shooting photography full-time.

What is the last thing you binge-watched?

Stranger Things 3 – it’s been a while since I’ve watched TV though.

What’s your favorite book?

“Feck Perfunction” by James Victore. It touches on many topics, but embracing your peculiar traits and getting rid of your inner perfectionist as a creative were the two that really resonated with me. I also enjoy Victore’s writing style—very raw, direct and concise.

If you could live in any sitcom, which would it be?

Parks & Rec because of the many hilarious personalities.

Are you a listener or a talker?

I’m a textbook introvert, so definitely a listener in most situations. However, I’m often mistaken as an extrovert since I’ve learned to break the mold over the years, but I still need time to recharge.

If you had to eat one thing for the rest of your life, what would it be?

Burgers 4 life.

If you had an extra hour of free time every day, what would you spend it doing?

I’ve been meaning to make more time to read, so I’d dedicate it to that.

Why Schaefer?

There’s a great balance here of camaraderie and quality work.

Any words of advice?

Always seek to venture outside of your comfort zone, and view obstacles as opportunities in disguise.

February 9, 2021

Let’s chat about adherence

The changing global landscape is driving more and more patients to seek options for remote care. For Epiduo® Forte Gel, the changing healthcare environment opened up an opportunity to create a compelling, digital way for them to understand their acne treatment options. In order to strategically position Epiduo Forte Gel ahead of its competitors, a chatbot was implemented on the brand’s website that encourages patient engagement and prescription adherence through medically and legally compliant content.

Goals

  • Motivate patients to ask their doctor for a first-time Epiduo Forte Gel prescription
  • Encourage prescription adherence
  • Cultivate increased web audience engagement with the target audience: teens that suffer from acne
  • Differentiate Epiduo Forte Gel in the competitive acne market

Chatbots in Healthcare

Chatbots present an excellent opportunity for healthcare brands to maintain healthy communication with patients. Market-wide, there are just over 1 billion searches for health information performed on Google daily, and 20 million patient and HCP digital conversation sessions per day, according to Google Health. Put simply, there is a growing market to provide patients a digital avenue for quick text conversations to understand vital information about their options. Furthermore, chatbots allow patients to quickly get the information they need and greatly reduces the time needed for a human to handle any given query, saving countless hours and thousands of dollars year over year. 

Our Role

Beyond implementing the new chatbot, we also provide ongoing chatbot metrics (or measurement) to gain better patient insights that help us better communicate with patients. By monitoring chatbot engagement, we are able to personalize the patient experience, improve the conversation streams and identify more opportunities to increase patient engagement.

The Conversation Tree of Conversion

When we began developing the Epiduo Forte Gel chatbot, we knew that it had to maintain compliance before it would ever get off the ground. So, we partnered with Conversation Health, a conversational AI platform that is purpose-built for the life sciences industry and sets the standard in terms of accuracy and compliance with medically-trained taxonomies, data sets, NLP and technical stack. Together, we worked to create a button-driven chatbot that adhered to appropriate parameters, a challenge many free text-based bots face when it’s time for legal/compliance review. 

We designed the in-bot conversation around two key paths of the prospect funnel. At the top, general acne education and awareness. At the bottom, Epiduo Forte Gel education and follow-up consultation with a healthcare provider. This allowed us to gently move a prospect down the funnel from awareness to action regardless of their stage in the lead nurturing process.

Results

  • 5,000+ engagements in Q4
  • More than 1,100+ unique sessions in Q4
  • A majority of users opted in to provide feedback via a survey following bot usage
  • Most users rated the app usefulness as 5 out of 5 
  • More than 72% of users indicated they would speak with their doctor about Epiduo Forte Gel

Looking Ahead

Chatbots are here to stay – in healthcare, entertainment and countless other industries. As utilization continues to grow, they will play a vital role in lead generation. This mechanism will also facilitate important doctor-patient conversations and shift valuable time that would otherwise be spent in patient care. The Epiduo Forte Gel chatbot continues to engage more patients with acne education and encourages prescription compliance and adherence every single day.

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