With the goal of reaching older adults with pre-existing conditions impacting the heart, stomach, and liver, the OTC Pain Reliever Education campaign launched digital advertising efforts to promote an enhanced Pain Reliever Assessment on KnowYourOTCs.org, as well as a newly developed animated video. The campaign also expanded pain content on KnowYourOTCs.org and enhanced its search engine optimization (SEO) efforts to increase organic site traffic.
Campaign Highlights
Successfully Enhanced the Pain Reliever Assessment
Promoted the interactive assessment to older adults with certain pre-existing conditions via a paid media campaign. Efforts resulted in:
Launched New Tactic to Reach & Resonate with At-Risk Consumers
To provide another touchpoint with at-risk consumers, we developed a 30-second animated video that was promoted via a pilot paid media buy, and resulted in:
Added New Pain Content to KnowYourOTCs.org
Expanded pain-related content on KnowYourOTCs.org by publishing four new pages that identified at-home and OTC treatments for back pain, neck pain, joint pain, and arthritis. We also launched a new page highlighting what consumers need to know about OTC NSAIDs.
Increased Organic Web Traffic to Pain Content on KnowYourOTCs.org
Search engine optimization (SEO) efforts conducted throughout the year earned a 20% year-over-year increase in non-paid click-through rates to pain content on KnowYourOTCs.org.
