CONTROL YOUR CHOICE
Often in Medical Device marketing, the audience is
healthcare professionals, but it’s important to
remember that patient awareness is vital in
promoting your device.
BRIEF
Contura is a worldwide patented hydrogel technology distributor based
in the UK, with manufacturing facilities in Denmark.
They came to us for assistance in raising patient awareness of stress
urinary incontinence (SUI).
METHOD
We wanted to create a hub where women could go to read about SUI in private, finding out what it is and why it occurs and most importantly, available treatment options. The hub needed to provide accurate and up to date clinical information on each treatment option allowing women to understand not only the benefits but also the potential negatives of any one treatment (in line with the Montgomery ruling in 2015).
The campaign was named Control Your Choice, giving power back to women to research the best treatment for them before before speaking with their doctor.
STRATEGY
Once the website was in place we needed to ensure women could find the ControlYourChoice site.
There were some really fun ideas of how to do this but finally, it was agreed to focus on a physician campaign launch event, 6-month patient social media campaign and traditional media exposure*, all promoting the Control Your Choice website.
*We worked in collaboration with Trinity Healthcare PR to engage media, thereby extending the reach of the campaign.
