Because of the highly regulated marketing environment governed by the U.S. Food and Drug Administration (FDA), branded content is very controlled in the U.S. pharmaceutical industry. Companies follow rigid guidelines that include review and approval of materials by medical, legal and regulatory functions. Additionally, all branded materials must be submitted to the FDA at the time of first use.

The content was designed to be discovered in 3 key ways:1. Search Engines: We wanted men to find the content the same way they discovered these fake online pharmacies — by searching online. Videos and content were crafted to be rich in keywords such as “cheap Viagra” and “Viagra online” 2. PR: The documentary films gave a strong news appeal and accelerated the interest of the media — leading to hundreds of local news stories3. Paid online media: Search ads and banner ads were specifically targeted to sites and keywords where men might be looking to make an online purchase

To date, the campaign has far exceeded its goals for traffic and consumption of video content. In the first 4 months, the campaign was mentioned on hundreds of local and national news outlets, reaching an estimated 200m+ views; the YouTube channel received over 1m channel views (400% above goal); and the Verified Internet Pharmacy Practice Sites (VIPPS) website saw a 69% increase in traffic. Additionally, a campaign intercept survey revealed sharp positive changes in awareness of illegitimate online pharmacies and their potential dangers.