Expanding Access to Women’s Health with Kennebec Pharmacy

A Case Study

Expanding Access to Women’s Health With Kennebec Pharamacy

Women’s health has traditionally been overlooked in medical research, especially when it comes to menopause treatment. Kennebec Pharmacy was looking to expand its women’s health division, which includes the compounding of bioidentical hormones (BHRT), a treatment that is not FDA approved and therefore often uncovered by health insurance. These factors, along with the lack of information available to women seeking help, make it a difficult sell. Bright Lark was brought in to devise a digital marketing campaign that would raise awareness of BHRT as a treatment option for women, enhance the buyer’s journey, and ultimately, increase revenue for the division.

Bright Lark began their work by going directly to the source—speaking with women who claimed BHRT had changed their lives, along with the doctors who helped these women get treatment. These conversations provided valuable insights into the real-life benefits and challenges associated with BHRT.

Crafting the Message

From these discussions, Bright Lark crafted compelling narratives that highlighted the positive impact of BHRT. They shared these stories through various channels, ensuring that the message reached a wide audience. By focusing on real experiences, they were able to create a relatable and authentic campaign that resonated with women seeking similar treatments.

Enhancing the Buyer’s Journey

To improve the buyer’s journey, Bright Lark revamped the Kennebec Pharmacy website. They added informative content about BHRT, including detailed explanations of the treatment process, benefits, and potential risks. Additionally, they created easy-to-navigate sections for women to find information quickly and contact the pharmacy for consultations.

Implementing Digital Strategies

To drive traffic to the new website content, Bright Lark employed a mix of digital marketing strategies. They launched targeted social media campaigns, utilizing platforms like Facebook and Instagram to reach women in the relevant demographic. Search and display ad campaigns on Google and Microsoft helped increase visibility and attract potential customers.

Building Trust Through Content

Bright Lark also published new blog posts and updated existing ones to improve organic search rankings. These posts provided valuable information about women’s health and BHRT, positioning Kennebec Pharmacy as a trusted resource. The content was not only informative but also aimed to address common concerns and misconceptions about BHRT.

Results and Impact

Since the launch of the campaign, Kennebec Pharmacy’s women’s health division has seen a significant increase in inquiries and consultations. The targeted approach and authentic messaging have helped break down barriers and expand access to vital health treatments for women.

In Conclusion

By prioritizing authentic storytelling and a user-friendly online experience, Bright Lark successfully raised awareness and improved access to BHRT. This project exemplifies the power of strategic marketing in addressing complex health issues and making a positive impact on people’s lives.