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.

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Campaign Highlights

OTC Pain Reliever Assessment
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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:

%
Year-Over-Year increase in assessment completions
%
year-over-year decrease in cost-per-completion
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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:

m
completed video views
%
video completion rate
Back Pain Webpage
Neck Pain Webpage
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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.

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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.