Navigating healthcare marketing restrictions for large scale, multinational patient education

Starting with technical SEO, we resolved indexing issues and improved site speed and UX across 15 subdomains, increasing the average performance score from 64% to 95%.

Next, we conducted in-depth keyword research to identify high-value, relevant search terms in each market. By mapping these terms to Urolift's existing site content and optimising page titles, meta descriptions, header tags and body copy, we were able to significantly improve Urolift's search rankings and visibility.

• Implementing hreflang tags to prevent duplicate content issues across regional sites.
• Rewriting title tags and meta descriptions to target priority keywords.
• Restructuring site architecture to create clear content silos around key topics.
• Pruning and consolidating thin, outdated, or redundant content

This led to a 194% increase in search visibility in just six months - with the subdomains growing from 45 to 173 thousand monthly impressions.

BPH is a disease where awareness does not grow as it might in other areas because of the demographic of the common sufferer and the somewhat taboo nature of the problem.

Saying that men don’t talk about private problems is cliche for a reason, especially for those from the previous generations.

To spark discussion we needed:

• A deep understanding of the online behaviours of our target audience.
• A creative approach that would be highly relatable.
• A message that would begin to break down any obstacles hindering discussion.

In an effort to gently ease the stigma often associated with the BPH, we decided that light humour would be key to threading this particular needle - we wanted to cultivate an environment where people felt more comfortable addressing a topic that was generally regarded as sensitive, or taboo. But humour is subjective; we’re discussing a health condition, and it can be a tricky balance to strike for a creative team.

To craft a resonant creative campaign, we first needed to deeply understand our target audience. We conducted extensive research into the mindset, behaviours, and preferences of men aged 50-70.

This research uncovered key insights:

• Many men view discussing urinary issues as taboo and embarrassing, creating a major barrier to seeking treatment.
• This demographic strongly relates to traditional masculine activities and hobbies, such as golfing, football, and hiking.
• Humour, when used tastefully, can be an effective way to break the ice around sensitive topics.

Armed with these learnings, we developed a social media campaign that would resonate with our audience while navigating the complexities of marketing in a highly regulated industry. The campaign leveraged relatable imagery and wordplay to grab attention and normalise the conversation around BPH.

For example, one ad featured a buffering football stream with the headline: "Don't let a weak stream ruin your game." Another used a bespoke football tactics image with the copy: "Let your team do the dribbling".

To ensure the campaign struck the right tone, we pressure-tested the creative with native speakers in each target market. This allowed us to refine the messaging and imagery to avoid any cultural missteps or lost meaning in translation.

As with all heavily regulated advertising, it can be difficult to measure the impact of disease awareness campaigns as there is no one true metric for increased awareness.

However, by encouraging interaction with your content you can gather additional data allowing you to better assess the impact of your campaigns.

Due to their more granular targeting options, the campaign was launched across Facebook and Instagram, to resounding success. In just one month, we reached over 60,000 highly targeted individuals. and drove an impressive 4% conversion rate for quiz completions.

With Teleflex's MLR process severely limiting our ability to produce new content, we had to get creative to maximise the impact of our marketing efforts.

Our strategy centred on three key tactics:

• Optimising existing website pages for search visibility. By improving page titles, meta descriptions, and on-page copy, we were able to drive significantly more qualified traffic to the site without creating any new pages.
• Repurposing already-approved content for new channels and formats. For example, we turned blog posts into social media captions, infographics and email newsletters, extending the reach of each piece of content.
• When creating new content, we focused on evergreen topics and keywords that would deliver long-term value. This ensured that our limited content production resources were allocated to the highest-impact opportunities.

By being strategic and surgical with our content efforts, we were able to drive outsized results despite the MLR constraints.

Measuring the ROI of disease awareness campaigns can be challenging, as there is no single definitive metric for awareness. However, by designing our campaigns to drive measurable engagement, we were able to demonstrate clear value for Teleflex.

We knew that interactive digital tools on social platforms can be particularly effective in increasing awareness of health campaigns. As such, the centrepiece of our social media campaign was an interactive quiz that assessed the user's BPH symptoms. To reach the quiz, users had to click through from the social media ad, demonstrating a high level of interest and intent.

Once on the quiz, users were prompted to answer a series of questions about their symptoms. The more questions answered, the more engaged we could consider them to be with the sTeleflex brand and the Urolift solution.

With a 4% quiz completion rate, we were able to validate that our campaign was not only driving awareness but also meaningful consideration and evaluation amongst our target audience.

While not a direct sales metric, this strong engagement serves as a leading indicator of campaign success and a proxy for ROI. By educating patients and moving them down the funnel towards treatment, we were able to deliver tangible value for Teleflex and the Urolift brand.