Leveraging clinical research to drive product sales
In response to changing National Institute for Health and Care Excellence (NICE) guidelines, our consumer health client wanted us to position their joint health supplement as a natural alternative for pain relief to help drive awareness and sales.
Client: GOPO Joint Health
151 pieces of media coverage
20.5% monthly sales spike in alignment with key coverage
81% of coverage featured expert endorsement or a case study
Our approach
To establish the supplement as a credible alternative to conventional treatments, we highlighted clinical research behind the key ingredient and leveraged expert commentary and peer reviews to build trust.
By partnering with leading rheumatology healthcare professionals, we shaped the media conversation around self-managing joint pain. Our data-led media outreach secured print and broadcast interviews with a GP and rheumatology expert, highlighting the supplement’s pain-relieving benefits and, thus, its potential to reduce reliance on analgesics.
For lifestyle media, we showcased the product benefits through carefully sourced ‘real-life’ case studies. Secured across national and consumer titles, these relatable interviews demonstrated how the joint health supplement can enhance people’s quality of life.
“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
Outcomes
The campaign delivered tangible commercial impact, with the client recording a 20.5% month-on-month sales increase. This uplift directly coincided with peak media activity, demonstrating the strength of expert-led storytelling in driving consumer action.
In total, the campaign generated more than 150 pieces of coverage, 81% of which featured either expert endorsement or a real-life case study.
This strategic combination of authority and relatability reinforced credibility, deepened audience engagement and strengthened purchase intent.
