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).

350m+
Media Impressions
22k
Quiz Submissions

All case studies

More than 100 million Americans have high cholesterol, a major risk factor for heart disease.
With an approach reminiscent of the iconic Absolut Vodka campaign, the relaunch of TUDORZA cleverly anthropomorphizes the device in scenes relatable to the target audience
Rigorous research and analytics-driven insights fueled creation, expanded the overall reach, and improved patient engagement
Analytics-driven everything: laser-targeted messaging, PR & events made this unbranded awareness campaign a huge success
Revamping a huge, iconic website can't be based on hunches or gut feelings – it needs to be driven by data-based content strategy and super-smart user experience (UX).
Redefining and amplifying awareness for how one emerging digital health company is transforming the patient experience for hospitals, health systems and medical groups.
A multichannel pharma campaign (including website refresh) driven to educate HCPs.
Combining a bit of philosophy and marketing math to create an evaluation model that delivered big social savings.
Cardinal Health Inventory Management Solutions’ ultimate goal was to control 25% of cath lab volume by the end of 2017
Right analytics + right creative = behavior-shaping ideas in this direct to consumer (DTC) pharma campaign. Agency: Twist Mktg
See how we helped assert market position through creative positioning and integrated campaign execution.
True integrated marketing, with the right blend of analytics, strategy, creative and engagement driving a total rebrand.
Influencer identification executed in real-time at an event with Marvel artists. Spoiler alert: we built share of voice like a superhero would (if we could hire them).
See the sweet surprise our analytics uncovered, which led to building and growing the fan base for Reese's Peanut Butter Cups across all of its social channels.
Live events are exciting, but without strategic, well-executed live amplification, ROI can be hard to find. See how we helped HP trend on Twitter and YouTube.
Online and offline are powerful together. We used online to drive offline positive ROI at 6,000+ store locations.
Analytics showed us relevant press to target, through which we got 6 million quality earned media impressions. See how...
Developing a new, multichannel campaign measurably drove patient requests and adherence to treatment.Agency: Sentient
Set a new brand record for Crystal Geyser's new tea, thanks to our influencer-based launch.
Promoting a blockbuster movie is a big deal, so our paid social campaign was A/B tested against Universal's current one. We slayed it.
Brought new values to life, both in the day-to-day and as durable internal artifacts. See the memorable result.
A deep competitive analysis helped Visa understand its upcoming opportunities and threats.