Challenge
The first and only FDA approved treatment for the most common type of female sexual dysfunction (FSD), known as hypoactive sexual desire disorder (HSDD) was approved with significant regulatory and public controversy. Detractors questioned the validity of HSDD as a medical disorder and the need for a medical treatment. Plus, many women who experience HSDD are stigmatized, embarrassed or uncomfortable discussing their sexual difficulties with their partners and/or healthcare providers, often do not know where to turn for help and are unaware of treatment options.
A continuous flow of negative media coverage and advocacy skepticism made it critical to take action quickly to change the dialogue, perceptions and actions among media, healthcare providers, and consumers.
Approach
W2O Group turned to analytics to drive communicative efforts. Through social listening strategies, research found that the target audience responded positively to educating and entertaining content written in the style of women’s interest magazines.
In collaboration with the American Sexual Health Association (ASHA) and leading experts in women’s sexual health, we launched an unbranded education program called Find My Spark, which included the following:
- National Harris poll about FSD/HSDD and its impact on women’s lives and relationships, with results revealed via press release at launch
- FindMySpark.com, an educational website, in which SEM was implemented to target key demographics
- Satellite and radio media tour (SMT) featuring an academic influencer in this space
- NYC and LA media day with a sex and relationship expert
- Blogger engagement with those who are influential in the women’s health space
- Press material compendium, mat release distribution, infographic and in-office promotions
Results
Find My Spark media efforts generated more than 350M total media impressions and counting. We completed nearly 70 media interviews with key KOLs, targeting markets of interest and consumer/women’s health outlets. Our efforts resulted in more than 50 original placements/ segments in outlets including Shape Magazine, Bustle, Elite Daily, Health Professional Radio, HCP Live, Sirius XM’s Doctor Radio, and more.
Core messages validated FSD and HSDD as true medical conditions, and encouraged women to speak with their partners and healthcare providers about any sexual difficulties they may be facing. FindMySpark.com has generated over 92.9K visits, with more than 22K quiz submissions. In addition, our local media outreach during Sexual Health Awareness Month resulted in broadcast segments with sexual health experts (including on Fox-TV and ABC-TV).
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