Due to the sensitive nature and strict regulatory requirements, we needed to accurately target Balanced Barry. Within a multi-media campaign, digital channels were the focus to deliver messages directly to our specific profile.

The overarching digital strategy was to own Balanced Barry's experiences, within laser targeted male interest sites, trusted health resources and when Searching for additional information. ED/BPH search keywords were owned, to capture traffic and drive to Lilly bespoke content areas for greater education and engagement. Our digital programmatic buying offered both contextual and demographic data targeting, combined with the cost efficiency of biddable display media. This ensured we directed communications effectively and efficiently. Establishing an always-on presence was key across these trusted platforms.

We helped support Balanced Barry on his journey to treatment, occupying his digital touchpoints, like a trusted friend offering guidance and information to prompt action and enable a meaningful conversation with their doctor.

Most importantly, this focused digital strategy worked. Independent Millward Brown research proved achievement of our primary objective, with those who saw the campaign 45% more likely to visit a doctor!

In addition, our media KPI’s overdelivered. Search conversions grew through the campaign with 1/10 going from homepage to participate in a symptom questionnaire and 1/16 visiting Find/Talk to your doctor page. Programmatic buying dramatically reduced our KPI (Find/Talk to a Doctor) conversion costs by over 50% from start of campaign.

The campaign successfully prompted more visits to the doctor to solve men’s ED/BPH problems.