PROJECT INFORMATION
Breaking Down Barriers to Women’s Health with a Content-Driven Approach
Bright Lark was the agency of choice to develop a strategic marketing plan for five divisions within Kennebec Pharmacy and Home Care headquartered in Augusta, Maine, with locations throughout the state.
The divisions included Men’s Health, Respiratory Health, Durable Medical Equipment (Mobility), KennePac (pre-packaged medication), and Women’s Health. Once the plan was complete, Bright Lark was asked to execute it, one campaign at a time, starting with Women’s Health.
The Challenge
Work was prioritized for Women’s Health because it was the least profitable of all the divisions due to several factors. The cost of compounding the medication, combined with the length of the buyer’s journey, reduces the profit margin. Adding to the challenge are the multiple steps required for a woman to access this type of treatment, including finding a provider willing to prescribe bio-identical hormones, which are not FDA-approved. Finally, the recurring out-of-pocket expense for the duration of the treatment program can be a barrier.
No matter how difficult it would be to increase revenue for Women’s Health, given all these complications, this department and the services it offered to help women feel better were reason enough for Kennebec Pharmacy to invest in marketing. The potential to make a meaningful impact on women’s lives was a driving force behind their commitment.
The Solution
- Developed Customer Personas: Conducted multiple interviews with customers and providers to create detailed customer personas, tailoring the marketing strategy to the target audience's needs.
- Website Enhancements: Updated and added pages to the website to provide helpful information and points of contact throughout the buyer’s journey.
- Marketing Automation: Implemented marketing automation tools for HIPAA-compliant form submissions and lead nurturing, ensuring a seamless and secure experience for potential customers.
- Content Strategy: Published two new blogs for a Facebook advertising campaign and revised eight outdated blogs to improve organic search rankings.
- Ad Campaigns: Launched search and display ad campaigns on Google and Microsoft to increase visibility and drive traffic.
- Landing Page Creation: Developed a dedicated landing page for ad campaigns to capture leads effectively.
The Results
Since the launch of this campaign, the Women’s Health department has experienced a 15% increase in inquiries year over year, improved customer communication, and shortened the sales cycle.
In Conclusion
The journey to making Women’s Health a profitable and impactful division at Kennebec Pharmacy was challenging, but the strategic marketing efforts paid off. By focusing on awareness, education, and accessibility, Kennebec Pharmacy not only increased revenue but also significantly improved the lives of many women. This success story underscores the importance of a well-crafted marketing strategy in overcoming obstacles and achieving business goals.
