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Work:

Gardasil MSD - All that I can do

Gardasil MSD

All that I can do

Challenge

Generate awareness about a MSD vaccine to prevent cervical cancer
  • Increase the brand’s top of mind across users who require the medication from their doctor
  • Strengthen the brand ensuring that the doctor recommends Gardasil as a first choice and not as a second choice in the market

These challenges needed to be achieved despite government regulations do not allow the brand to be mentioned, nor the purchase to be recommended, neither the treatment can be suggested.

Whilst producing a detailed study of the disease on the internet, we found out that (1) the Mexican users had a complete lack of information about this disease and (2) a lack of focus in human care information provided via specialized sites. The findings were the following:
  • Too much medical or clinical terminology
  • Forums saturated with questions but only a few answers provided value and expertise to offer real solutions.
  • A lot of technical information and treatment, but little human support information for patient and relatives.
  • Little information about the male segment
  • Users are concerned and looking for answers in symptoms rather than disease (Focusing on prevention rather than cure).

    • Strategy

    • Create and generate word of mouth through a 360° media strategy
    • Divide the broad target, women aged 19-45, in 2 different segments: 19-24 and 25-45
    • Both targets were reached with a wide mix of media and micro targeting with creative and high impact messages and lifestyle-related information (health horoscopes, quizzes, beauty, etc.)
    • The message was: "Looking good on the outside is just as important as looking good on the inside. Do you know if you're healthy inside?”
    • At the same time, we ran a mix of syndicated information related to the target audience
    • We searched for content integration, as well as interactive tools that ask the target to "get into action" and begin looking for information, searching, looking for the "experts" on human Papilloma virus, with the best choice of vaccines that can help to prevent cervical cancer. This gave MSD the leader position in search engines in the fields of HPV and cancer
    • We created a mixed strategy of display messages, with presence in targeted sites for clients, where experts interacted with users sharing their doubts in video chat, chat forums, direct mail, interviews, podcasts, ibooks, newsletters, infomercials, and more

    Results

    • 393,509 visits to the website in 5 months (30.7% of these achieved through search engines)
    • The effectiveness of the site traffic was 84%. The industry average is 70%
    • 6.5 million unique users impacted from July to November, representing 24% of Internet users and 53% of women Internet users in Mexico.
    • 93% effectiveness of the traffic generated to the site