Lunesta (eszopicione) is a prescription sleep aid. Lunesta launched in 2005. While the market for sleep aids is large, it is a very crowded field with several leading prescription sleep aids, OTC sleep aids and home remedies.
The Challenge
The challenge for Lunesta was not only to create a successful launch in a crowded category but also to maintain persistency with consumers who became patients.
The Solution
Lunesta worked on a multi-layered, multi-phased online marketing campaign designed to create awareness, stimulate conversion and maintain persistency through relationship marketing. Campaign elements were tracked and measured using e-tractions platform, EnterAct™. The resulting analytics allowed the team to optimize media and messaging for maximum efficiency.
Key Program Elements
The brand team seeded the market prior to launch with an unbranded site, www.getsomesleep.com. Registration on this site gave prospective patients the opportunity to opt-in to receive additional information and offers related to product launch. The registration form gave Lunesta the opportunity to gather profiling information and a database of opt-in subscribers. By the time of launch, Lunesta had 25,000 registered users with profiles on gender, income and insomnia symptom.
To launch Lunesta, the team deployed multiple online media designed to continue to build the opt-in database and support the offline awareness campaign. The online media mix included co-registration, banner advertising and search. Email was used to gather additional demographic, psychographic and behavioral data from opt-in registrants.
By the end of the launch year, Lunesta enjoyed over 1 million opt-in registrants in the database. Additionally, the online marketing efforts delivered a significant lift in awareness, especially on specific brand attributes.
The online marketing goal for Lunesta in the following year was to harvest the database. A complementary strategy of fun/sell was established to engage the registrants through a series of relationship emails. The "fun" was a short interactive game designed to simultaneously engage and inform. The "sell" was typically an economic incentive in the form of a coupon. At the end of the second calendar year, the Lunesta database held almost 2 million opt-in registrants. The ongoing relationship marketing email campaign enjoys lower unsubscribe rates and higher open and click-through rates than the industry average.
Testim is a prescription medicine used to treat hypogonadism, a medical condition that occurs when the body does not make enough testosterone. There are an estimated 5 million American men living with symptoms of low testosterone.
The Challenge
Testosterone replacement therapy is a category with very low awareness. Additionally, neither Testim nor its competitor, AndroGel, had invested any significant money into developing either category or brand awareness.
The Solution
The Testim brand team leveraged our integrated eMarketing approach to develop and manage an online marketing campaign designed to create awareness of Testim and stimulate demand for the product.
Key Program Elements
The program components included:
Co-registration
An engaging interactive
Relationship email
There were four goals for the co-registration campaign. The first was to drive traffic to www.testim.com as a means of creating greater awareness and understanding of hypogonadism and Testim. The second was to encourage registrants to download a rebate coupon to stimulate demand. The third was to collect names and email addresses of registrants so that Testim could communicate with the registrants through permission-based emails on a regular basis. The fourth was to use the registration as a means to better understand the demographic and behavioral profile of the registrants.
The team developed an informative and engaging game, "Fact or Fiction", designed to provide people who played the game with a better understanding of the condition and Testim as a therapy.
The first email sent to a registrant was a "thank you". Not only is this a good customer relationship technique but it also is an efficient way to check the validity of email addresses submitted by registrants. Follow-up emails were segmented by condition, based on information collected from registrations.
Results
The 9 month online marketing campaign generated a database of over 260,000 names and email addresses of men who gave Testim permission to communicate with them. Both traffic to www.testim.com and registrations on the site increased significantly. Over 30% of people who responded to the online advertising downloaded a rebate.
Emails segmented by condition (Erectile Dysfunction, Type II Diabetes) enjoyed average open rates of over 6%, a strong performance compared to industry norms.
Importantly, Testim gathered data helpful to future marketing efforts. Based on registration information, the average age of prospects was about 10 years younger than Testim had originally projected. Over 60% of registrants claimed to have Type II Diabetes; the next highest percentage claimed Erectile Dysfunction. Testim can use this information to better target its communications.