Testim is a prescription medicine used to treat hypogonadism, a medical condition that occurs when the body does not make enough testosterone. There are an estimated 5 million American men living with symptoms of low testosterone.
The Challenge
Testosterone replacement therapy is a category with very low awareness. Additionally, neither Testim nor its competitor, AndroGel, had invested any significant money into developing either category or brand awareness.
The Solution
The Testim brand team leveraged our integrated eMarketing approach to develop and manage an online marketing campaign designed to create awareness of Testim and stimulate demand for the product.
Key Program Elements
The program components included:
There were four goals for the co-registration campaign. The first was to drive traffic to www.testim.com as a means of creating greater awareness and understanding of hypogonadism and Testim. The second was to encourage registrants to download a rebate coupon to stimulate demand. The third was to collect names and email addresses of registrants so that Testim could communicate with the registrants through permission-based emails on a regular basis. The fourth was to use the registration as a means to better understand the demographic and behavioral profile of the registrants.
The team developed an informative and engaging game, "Fact or Fiction", designed to provide people who played the game with a better understanding of the condition and Testim as a therapy.
The first email sent to a registrant was a "thank you". Not only is this a good customer relationship technique but it also is an efficient way to check the validity of email addresses submitted by registrants. Follow-up emails were segmented by condition, based on information collected from registrations.
Results
The 9 month online marketing campaign generated a database of over 260,000 names and email addresses of men who gave Testim permission to communicate with them. Both traffic to www.testim.com and registrations on the site increased significantly. Over 30% of people who responded to the online advertising downloaded a rebate.
Emails segmented by condition (Erectile Dysfunction, Type II Diabetes) enjoyed average open rates of over 6%, a strong performance compared to industry norms.
Importantly, Testim gathered data helpful to future marketing efforts. Based on registration information, the average age of prospects was about 10 years younger than Testim had originally projected. Over 60% of registrants claimed to have Type II Diabetes; the next highest percentage claimed Erectile Dysfunction. Testim can use this information to better target its communications.
