Behavioural change in older men

CSL Biotherapies

Behavioural change in older men

CSL Biotherapies

Business challenge

There were many issues to overcome in the awareness campaign aimed at sufferers of Benign Prostate Hyperplasia (BPH). BPH  is more common with increasing age with approximately 65% of men between the ages of 60 and 70 are affected by the condition.

Research highlighted issues to consider when developing a communications program aimed men’s health and effective behavioural change;

  • men’s help-seeking on sensitive nature
  • sensitive issues is a shared responsibility between patient and doctor
  • the myth that men don’t visit their doctor, however most men 40+ years have visited a doctor in the last 12 months but have but shorter consultations and later in the course of their illness.

Strategy

The campaign was piloted in the Sunshine Coast as Roy Morgan data showed high numbers of men aged 60-69 and indexed the highest at 127ix.

The distillation profile of our Sunshine Coast male 60-75 showed that their mindset was positive in nature, optimistic and interested in their health. They were practical and helpful, but interestingly not blokey or a DIY man. Understanding the audience’s engagement process was vital to ensure the creative message was effectively received. Private matters require private communication, engagement must be private – one on one or partner only.

Execution

The creative strategy employed a simple visual and audio mnemonics to simulate the discomfort and annoyance that this condition causes sufferers. The technique demonstrated empathy, yet adopted a frank and concise approach.

Results

Total spend both markets $156,793.39
Value of media received $228,817.04
Added value achieved $72,023.65 (+46%)

  • Sponsorship of Prostate Feature page on Bigpond Virtual Medical Centre
  • 8,936 impressions. Click through rate 0.22% (industry standard is between 0.2% –0.4%)
  • Men’s Health page advertorial on Bigpond Virtual Medical Centre 15,990 impressions. Click through rate 45.87% (industry standard is between 0.2% –0.4%)

Business challenge

There were many issues to overcome in the awareness campaign aimed at sufferers of Benign Prostate Hyperplasia (BPH). BPH  is more common with increasing age with approximately 65% of men between the ages of 60 and 70 are affected by the condition.

Research highlighted issues to consider when developing a communications program aimed men’s health and effective behavioural change;

  • men’s help-seeking on sensitive nature
  • sensitive issues is a shared responsibility between patient and doctor
  • the myth that men don’t visit their doctor, however most men 40+ years have visited a doctor in the last 12 months but have but shorter consultations and later in the course of their illness.

Strategy

The campaign was piloted in the Sunshine Coast as Roy Morgan data showed high numbers of men aged 60-69 and indexed the highest at 127ix.

The distillation profile of our Sunshine Coast male 60-75 showed that their mindset was positive in nature, optimistic and interested in their health. They were practical and helpful, but interestingly not blokey or a DIY man. Understanding the audience’s engagement process was vital to ensure the creative message was effectively received. Private matters require private communication, engagement must be private – one on one or partner only.

Execution

The creative strategy employed a simple visual and audio mnemonics to simulate the discomfort and annoyance that this condition causes sufferers. The technique demonstrated empathy, yet adopted a frank and concise approach.

Results

Total spend both markets $156,793.39
Value of media received $228,817.04
Added value achieved $72,023.65 (+46%)

  • Sponsorship of Prostate Feature page on Bigpond Virtual Medical Centre
  • 8,936 impressions. Click through rate 0.22% (industry standard is between 0.2% –0.4%)
  • Men’s Health page advertorial on Bigpond Virtual Medical Centre 15,990 impressions. Click through rate 45.87% (industry standard is between 0.2% –0.4%)

Want to increase the effectiveness of your communications with Boomers and Seniors?

Want to increase the effectiveness of your communications with Boomers and Seniors?