[vc_row][vc_column width=”1/4″][vc_custom_heading text=”Overview” font_container=”tag:h4|text_align:left” use_theme_fonts=”yes”][vc_empty_space height=”20px”][/vc_column][vc_column width=”3/4″][vc_column_text]As a science-driven fully integrated biopharmaceutical brand, Radius Health hired Silverlight Digital to handle media strategy; meanwhile creative agency Outcome Health developed the website, www.fracturedtruths.com – designed to educate people on new Osteoporosis treatment options.
Client: Radius Health
Media Mix: Search Engine Marketing, Display Advertising
Website: www.fracturedtruths.com [/vc_column_text][vc_empty_space height=”20px”]
[vc_empty_space height=”60px”][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][vc_custom_heading text=”Challenge” font_container=”tag:h4|text_align:left” use_theme_fonts=”yes”][vc_empty_space height=”20px”][/vc_column][vc_column width=”3/4″][vc_column_text]Osteoporosis affects women over age 50 but often goes undiagnosed due to lack of awareness, a history of unpopular treatment options, and pervasive myths that prevent the proper understanding of this common condition. Osteoporosis is a chronic disease that can result in bone breaks and fractures common in women over age 50. When left untreated, it can lead to additional fractures, disability, loss of movement and freedom, and even death. Common treatments on the market are antiresorptive, which slows down bone loss. Side effects from these medications have persuaded many with osteoporosis to find alternative natural treatments or avoid a diagnosis altogether. This has led to a decline in reported cases of the disease.”[vc_empty_space height=”60px”][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][vc_custom_heading text=”Solution” font_container=”tag:h4|text_align:left” use_theme_fonts=”yes”][vc_empty_space height=”20px”][/vc_column][vc_column width=”3/4″][vc_column_text]Silverlight Digital’s tactical media response was conceived to leverage creative assets and a multi-channel media mix to generate maximum awareness and drive actions. Creative execution would enlist media partners with a robust audience and geo-targeting capabilities to focus on the geographic regions with high osteoporosis rates.
Selected media partners included WebMD for its ability to target the osteoporosis audience. Pandora Internet Radio was selected for its ability to target postmenopausal women with active lifestyles, DMA targeting, desktop and mobile offerings, and direct response traffic. Search engine marketing was included to reach women age 50+ searching for options on how to manage their bone fracture risk. Facebook ads would target dispelling myths about osteoporosis and drive traffic to the educational website. Media buys were managed programmatically; print advertising was included at gymnasiums where women would exercise.
Strategic decisions for this campaign were constantly being made from data found in the media platforms and Google Analytics; optimizations were informed by real-time analytics and engagement data.
[/vc_column_text][vc_empty_space height=”60px”][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][vc_custom_heading text=”Results” font_container=”tag:h4|text_align:left” use_theme_fonts=”yes”][vc_empty_space height=”20px”][/vc_column][vc_column width=”3/4″][vc_column_text]Silverlight Digital’s media team exceeded the total campaign display impression goal of 60 million; as a result, benchmark CTR was doubled and clicks over-delivered by 124% leading to over 134,000 clicks to FracturedTruths.com. Click-through-rates, bounce rates, session lengths and cost-per-clicks consistently beat industry benchmarks, with SEM campaigns seeing 230-290% higher than expected CTRs and display campaigns doubled the benchmark CTR.
FracturedTruths.com session length improved by 58% between May 2017 (the first full month after launch) and March 2018. Paid search users alone saw 88% longer sessions on average as we have been using analytics to identify locations/devices/days/keywords that lead to sessions with the highest engagement, which drive our optimization decisions.
Paid search users saw a 30% increase in pages per session and stayed on the site 55% longer by March 2018.
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