Leveraging clinical research to drive product sales
In response to changing National Institute for Health and Care Excellence (NICE) guidelines, our consumer health client challenged us to position their joint health supplement as a natural alternative for pain relief, helping to raise brand awareness and increase product sales.
Our approach
To ensure the supplement was viewed as a credible alternative to conventional treatments, we focused on clinical research supporting the key ingredient and utilised expert commentary and trusted peer reviews.
By working with leading rheumatology healthcare professionals, we were able to lead the media conversation around self-management of joint pain relief. The data-driven media outreach activity included print and broadcast interviews with a GP and rheumatology expert. The messaging highlighted the supplement’s pain-relieving properties; thus, reducing the need for analgesics.
For lifestyle media, we brought the product benefits to life by sourcing a selection of ‘real-life’ case studies. Placed across a range of national and consumer media titles, these relatable interview features showcased how the joint health supplement can improve people’s quality of life.
Outcome
Our client saw a 20.5% monthly sales spike in alignment with key media coverage. The campaign generated more than 150 pieces of coverage; 81% featured expert endorsement or a case study.
“My prescribed painkillers made me violently ill, and anti-inflammatories that I tried didn’t seem to help. By chance, I read a newspaper article about a type of rose-hip that had research behind it to suggest it can help to rebuild and regenerate joint tissue. I thought that I had nothing to lose by giving it a go. After just 5 weeks I was finding it easier to get dressed, and after 8 weeks I could walk unaided and was able to start driving again.”
Case study